No matter how glorious their newspaper campaign may be, guerrillas realize that not all of their prospects read the paper so they ve got to get to these people in another way. No matter how dazzling their website, it s like a grain of sand in a desert if it is not pointed out to an unknowing and basically uncaring public. One way to repeat yourself and implant your message is to say it over and over again. Another way is to say it in several different places. Guerrillas try to do both.
Nothing is left to chance.
I rest my case. The psychology of marketing requires basic knowledge of human behavior. Human beings do not like making decisions in a hurry and are not quick to develop relationships. They certainly do want relationships, but they ve been stung in the past and they don t want to be stung again. They have learned well to distrust much marketing because of its proclivity to exaggeration.