Why many journals and TVs talk about Apple and Google for free? It is because they are creative, generate fundamentally NEW-products, isn't it?
Therefore, I can say that if you produce creative new products, you can ever save advertisement fee as well. It is additional benefit for creative companies such as Google and Apple but not for second fast companies, which must spend a great fee for advertisement. The second fast can not have a chance to ride free bus, for example.