If the ad campaign isn't as successful as the one that put a stack of Maxell cassette tapes in every household, then it's a failure.
I'm gonna disagree a bit. The print ads didn't sell Maxell. We all had Maxell tapes already. What it sold was reminding us to keep buying them, to buy the new versions of them, it was Maxell reminding us that THEY knew that WE knew how good they were.
Think of Coke. Or Pepsi. I always wondered why they advertise. Who are they convincing? Every living soul on the planets knows they they exist, and almost every living soul has tasted both, and decided which one they prefer. So, why advertise?
It's just to remind you. Just to say "we love Coke as much as you do, so we're on the same side". Just to keep in your head that every time you have to buy a Pepsi (because it's all they have), you feel a bit of yourself die inside because it's not the one you want. They're not finding new customers, they're ingraining lifetime customers. Same with Maxell. You didn't buy them because the ad told you to, you bought them because it was what your older brother used when he taped concerts, or what you weird uncle used when he would dub off of his very special vinyl prints, so as to not wear them out. The ads just made you feel like you made the right decision yourself.
Point is, Tru6 isn't at that place yet. So, do whatever it takes to get more grubby customer hands reaching for your product
