* If the advertisement says "This is not your father's Oldsmobile," the advertiser is desperately concerned that this Oldsmobile, like all other Oldsmobiles, appeals primarily to old farts like your father.
* If Coke and Pepsi spend billions of dollars to convince you that there are significant differences between these two products, both companies realize that Pepsi and Coke are virtually identical.
* If the advertisement strongly suggests that Nike shoes enable athletes to perform amazing feats, Nike wants you to disregard the fact that shoe brand is unrelated to athletic ability.
* If Budweiser runs an elaborate advertising campaign stressing the critical importance of a beer's "born-on" date, Budweiser knows this factor has virtually nothing to do with how good a beer tastes.
True Stories ...
-Compaq is considering changing the instruction "Press Any Key" to "Press Return Key" because of the flood of calls asking where the "Any" key is.
An AST customer was asked to send a copy of her defective diskettes. A few days later a letter arrived from the customer along with photocopies of the floppies.
A confused caller to IBM was having troubles printing documents. He told
the technician that the computer had said it "couldn't find the printer."
The user had turned the computer screen to face the printer but his
computer still couldn't see the printer.