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

Westport, Conn.

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