Hallmark's decision to pull, then reinstate an ad featuring a same-sex couple kissing shows how controversy can generate more publicity than simply ignoring it. Under pressure from a conservative group, Hallmark says it pulled the ad to “not continue to generate controversy.” Instead, Hallmark faced criticism from celebrities, including Ellen DeGeneres and William Shatner. Hallmark was also mocked on "Saturday Night Live." Hallmark reversed its decision Sunday, which experts say doesn't help matters. One marketing consultant says companies need to understand the ramifications before making a call one way or another because “you only want to pull the Band-Aid off once.”
