Impression

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Does mass advertising lead to mass sales? Does mass advertising change preference? Or does mass advertising change perceptions? my guess is a sure no. Advertising should never be given the most important role in a marketing strategy, because it does not have the long term effectiveness to meet the objective. Like Al Ries says, Advertising lacks credibility. I agree to that by large extent.  My three questions thrown at table has a descending order to advertising ability to meet each of these objectives. Sales spikes are often seen when a product is mass advertised. Off-takes may increase, people will be influenced to try it out and the retailers might be happy to stock the products (FMCG P.O.V) and this is mostly true is a low involvement products where consumers are not very price sensitive.  Preference Coming to another 'P' - preference, I think it takes a more credible advertising to change the preference of consumers. How effective & credible? I do not kno...