ADVERTISING CREATES AWARENESS--GOOD PRODUCTS CREATE DEMAND
In reference to "Three shops with plenty to sweat about" (Marketing, July 20), the issues you raise are no less valid for not being new: Managers who grow up in a really strong marketing culture know that advertising cannot create demand unless the product or service genuinely meets a consumer need. Good advertising can build awareness, and if it communicates a consumer-desired message, can get a trial. However, unless the product delivers, it will fail.
Richard S. Guha