I have said before marketing is a science. Its a fascinating science encompassing many disciplines. I urge you in some spare time to check out for example, Terry O'reilly from CBC radio in Canada and his show "Under The Influence". A highly addictive 30 minutes if there ever was one. Its written in the point of view as general knowledge, with secret tid bits of campigns in past. This past weekend he had a piece on "Selling The Moon" and the effects of NASA and the 1960's/70s astronaut programs. Fascinating stuff ! Take a listen.
http://www.cbc.ca/radio/undertheinfluence
http://www.terryoreilly.ca/