Customers are not as easy to manipulate as they are usually described. They know what they need. What they need may be very different from what others think they need. Knowing from this? ['Advertising investment is not directly proportional to product sales.', 'Most people shop for a brand that has not changed for many years.', 'Most customers know what brand to buy before entering the store.', "Customers generally don't like the introduction or suggestions of others when they shop in the store."]