Putting its power in a weak way, advertising increases familiarity increases memory. A strong way is as an anonymous writer once put it in The American Salesman magazine:
If you think advertising doesn’t pay –- we understand there are twenty-five mountains in Colorado higher than Pike’s Peak. Can you name one?
(Quoted from page 321 of Standing Room Only: Strategies for Marketing the Performing Arts, by Philip Kotler and Joanne Scheff Bernstein. Harvard Business School Press, 1997.)
For a brief biography of Philip Kotler, click here. For images of or relating to Philip Kotler, click here.
For a brief biography of Joanne Scheff Bernstein, click here. For images of or relating to Joanne Scheff Bernstein, click here.
If you think advertising doesn’t pay –- we understand there are twenty-five mountains in Colorado higher than Pike’s Peak. Can you name one?
(Quoted from page 321 of Standing Room Only: Strategies for Marketing the Performing Arts, by Philip Kotler and Joanne Scheff Bernstein. Harvard Business School Press, 1997.)
For a brief biography of Philip Kotler, click here. For images of or relating to Philip Kotler, click here.
For a brief biography of Joanne Scheff Bernstein, click here. For images of or relating to Joanne Scheff Bernstein, click here.
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