I had been a student of marketing (advertising) for as long as I operated consumer facing businesses. I have read too many books about how to persuade customers (I listed several in one of the sundry book lists stickies). Sadly politicians also figured out there was benefit from using persuasion technology.
Here is today's TMI about advertising and my time at Peavey (last century). I was competing against Mackie while they were spending more money advertising one single mixer, than Peavey spent all year advertising over a thousand SKUs. I saw first hand (still have the scars) how well this worked. Dealers had customers walk into their stores pre-sold on the Mackie mixer. The path of least resistance was to give the customer what they want (the customer is always right, yadda yadda).
To compete against that overwhelming flood of advertising, I needed to secure a reasonable ad budget. I came up with a strategy to include my ad budget into the pricing approval for a new series of mixers. I forget the exact numbers but each new mixer we sold, contributed a few dollars to this dedicated mixer ad budget. Management was happy because the approved price, including advertising met corporate profit targets. I was happy because even just a couple dollars per unit adds up when selling hundreds/thousands of mixers every month.
I started out with a few full page ads. Within a few months the advertising began to deliver fruit, and even more ad pages. Of course it is never easy to change a large corporation. I encountered several hiccups along the way.
One notable problem was when my dealers could not get mixers, because the factory was not building enough. I ran down the factory scheduling guy and asked him why he ignored my advice to build more units. I had told him that I was placing more ads and that he should increase production. He told me that he had heard similar stories before from other product managers and the promised sales never arrived. Of course mine did.
The final insult came when an empty suit marketing executive that Hartley hired stole my ad budget and used it for general corporate ad programs.
So you can lead the horse to water, and even get it to start drinking, but old corporate habits are hard to break.
JR