I think a *good* marketing campaign can bring in possible buyers who might not otherwise have looked at a particular car. Dating myself, I recall the story about how Bob and Ray made some amazing commercials for Piels beer and sales went up. And then dropped back down, after people drank some of it.
Anyway, as a new car, and as a clear break from what Lincoln's been like for some time, the MKC ought to be able to make sales happen if it's looked at and driven. Marketing's #1
job is to get people into the showroom.