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  Yes Im afraid to say advertising does indeed work. Business spends a fortune on it as Bern says, and its not by co-incidence. Research proves that it works. But it works in a whole series of ways. Too big a topic to go into hugely but just to say advertising allows us to get familiar with a brand, to get comfortable with it. We all like a good brand and when we go to buy our TV we will buy the one with the familiar name. Its the one that reassures us we are getting the very best technology at a good price. We wont buy the obscure make from China even though it costs a lot less...nobody wants a HungFluHi in the corner to show their friends..we want a Sony.
  
  By the time we are six or seven years old we already know the big brand names. We know BMW, Cadbury, Ford, Coca Cola, McDonalds and so on... our future spending pattern is already mapped out. We will buy the familiar car, the familiar drink, the familiar washing machine, dine in the familiar fast food outlet and so on. Brands are huge business...they have been created by almost a century of advertising in some cases and they are as familiar as your own family.
  
  Just add this bit about Amazon. I think amazon have advertised the past few christmasses but cant remember for sure. But Amazon yes is a special case. They came along in an extreme and unusual marketplace which heralded the arrival of the Internet. The dotcom revolution. They got in quick before the High St brands knew what hit them. The High St brands caught up in time and now the chances are you will never see another Amazon. Unusual market forces created the opening.

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