Back when I was in engineering school (before I was in business school!) I used to live in the hostel. This was the late eighties, so we still had cassette tapes and having a Walkman was a big deal. Sony was the well known brand for this of course – after all they’d invented it.
One day a friend of mine who lived in the next room, came in and showed us his Sanyo Walkman. He’d just cleaned it and it was looking shiny. Apparently he’d just seen a new Sanyo ad. for the walkman and was quite impressed by it. So much in fact that, as he described, the advertisement had made him realize that he had a very nice walkman after all, and so he’d cleaned it and was enjoying it more.
He was half kidding of course, but only half.
The fact is that a good piece of advertising had made him value something he already possessed more !
Now that is the power of a good ad !