I think Jack Falvey has put the cart before the horse by confusing advertising and sales with marketing. He states, "The whole idea [of marketing] is to drive the marketplace by molding consumer attitudes." It's really the other way around. The first principle of marketing is to listen carefully to prospective customers, then to design or adapt products and services to fulfill your needs and wants. Taking advantage of attitudes that already exist is much easier than converting people to your way of thinking.