But only part. And of course a part of almost all advertising is actually marketing. The difference is the time scale. Hardly ever do we remember last years advertisments. Not specifically, at any rate. But people will insist on Brand X, not because they have seen an advertisment, but because "thats what everyone buys" or "because I've bought brand X for 40 years".
I doubt Lou or Sarge DIRECTLY influenced many sales (though there were doubtless a few). But INDIRECTLY, there may be people go buy a helmet or jacket at AMPS in 10 years time, just because AMPS kicks of "lou" in their mind and that invokes a "good people" memory. They trust AMPS, it has "good vibes" . Of course, if you don't intend to be around in 10 years time, its academic. Lou and Sarge were building the brand, much though I hate that phrase
EDIT Interesting discussion, BTW
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