"many of your friends -- think advertising doesn't ""work"" is that they think advertisements are trying to make them do something immediately."

"Successful advertising rarely succeeds through argument or calls to action. Instead, it creates positive memories and feelings that influence our behavior over time to encourage us to buy something at a later date."

"Instead, the best advertisements are ingenious at leaving impressions."

"In sum, the best advertisements use images, jingles, and stories to focus attention on the brand."

"What's the best way to translate these memories into actions?"

"Advertisers have little control over how audiences receive their message."

"The ideas, impressions and positive feelings about the brand that matter. Any memory that will predispose you to view the brand in a more positive light than its alternatives is a plus."

"But engaging and memorable ads slip ideas past our defenses and seed memories that influence our behavior."

"You may not think advertising influences you. But marketers do."