Back in the '90's, a furniture chain called Smith's Home Furnishings had a lock on mattress sales in the Portland, OR market. They were so strong that most competitors didn't advertise much -- the perception was that Smith's owned the category.

Late in the decade, Smith's went out of business and closed all their stores. Soon afterwards, Sleep Train and Sleep Country USA entered the market, advertising heavily. Sensing an opportunity, BedMart also ramped up their marketing.

By the following year, mattress sales in Portland rose 12%. Not because there were more people -- the population held steady. But because there was more advertising, area residents became more aware of their sore backs, and headed for the mattress store.

Advertising can't create a problem where none exists. But it can offer a solution to a problem that a consumer didn't realize he had...