People have become impervious to advertising: it no longer works.

It is true. We can read through a whole newspaper failing to notice a single ad, and most people use the commercial breaks on TV to go out to brew a cup of tea, unless they switch to another channel. Yet still everyone listens eagerly to tales and repeats them. If we can make our product or service the subject of a tale, we have won the battle for the recipient’s attention. This obviously is not simple, yet attainable.