The way I look at it:
If someone can sense the mark, recognise the mark, recogniase that there is something that marked the character, or heard about the mark - then it kicks in.
For example, Karen Murphy in Storm Front wouldn't recognise a mark and if you told her that "Joe is the emissary of the Winter Court" then she wouldn't know what it meant. If she encountered the PC then she wouldn't be impressed by the mark.
On the other hand, Karen Murphy in Small Favors would know what "Joe is the emissary of the Winter Court" means and would be impressed by the mark. It wouldn't make her like or hate Joe, but she would know that there was more to him than meets the eye.
Looking at it this way makes sense to me.
Richard