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Advertising Creates Awareness Good Products Create Demand


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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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