US Marshall Amplifiers Print-ad circa 1979
An advertising executive told me a great story about Arm & Hammer Baking Soda once. He was working on a new round of adverts and the client was frustrated with trying to figure our how to increase sales. It seems that most folks were buying a box every year to ‘freshen’ their fridge but how could they be encouraged to buy more? At this point, someone had the idea to encourage consumers to buy one for the fridge, and one for the freezer. If you have a useful products that consumers like, perhaps the next logical step is to convince those consumers that they need to buy More Than One.
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Just as Jimmy Page sold a lot of Les Pauls with his humbuckerized Telecaster, dummy Marshall stacks on stage sold a lot of real ones. Once good concert PA came in the stack was for show.