Roberts/Carnegie

Roberts strategy coincides with Carnegie's statement in many ways. Kevin Roberts studied cults to determine and understand more about the way people are attached to certain things and then he applied it to brand promotions. He targeted certain groups, or cults, because they all share the same beliefs. If he could figure out what they wanted and what pushed their buttons just the right way, he could link that to brand promotions so that the companies could target all of the different groups with creative advertising. With Dale Carnegie's advice, it is the same basic principle that Roberts was trying to achieve when studying cults. If you make the other person or group feel that you are targeting the specifically and giving them exactly what they want, then they are more tempted to buy your product or visit your store merely because you made them feel as if you sought them out. People respond strongly to ads that make them feel important or fulfill their desires. Basically, both Roberts and Carnegie had the same idea, just worded differently.