Ad men tell farmers how and why advertising works: PEANUT BUTTER AND MILK ARE SOUL MATES. JELLY WAS JUST A FLING.

摘要

A MAN WALKS INTO a piano shop in New York City and says he wants to buy a Steinway piano. The adman happens to be in the showroom that day, so asks "What advertising prompted you to purchase the Steinway?" The customer replies: I don't remember the details. It was 25 years ago. It's just taken me this long to be able to afford the best. The lesson in this story is that "powerful branding has an extraordinary shelf-life," ad man Terry O'Reilly told dairy farmers here at their annual national meeting.