Recently, there is a hot advertisement on Amazon that attracted people’s attention.

Amazon posted a new advertisement for kindle, in which, it ironically indicated that the total price of 3 kindles is still cheaper than an ipad. Also, the same situation happened when Samsung and other electronic companies did the same thing to Apple.

It is actually an approach to stand out in the fierce competitions by inserting an impressive concept that kindles are much cheaper than ipads. Amazon and Samsung adopted this method to treat Apple because it stands most of the first place in the field of electronic products as a biggest competitor to all other companies.

According to Al Ries and Jack Trout’s theory, the most efficient way to appeal to the bulk of the customers is to be the first in the field. Thus, it is reasonable to explain why Kindle and Samsung adopted such cruel method. They did this as they want to step out an unique impression in people’s mind to be the first (eg. in the field of price) and by doing so, they hope that they can pull Apple down and take the place of it.

This is how they deal with the information overloaded in people’s mind and how they get into people’s mind.

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