Please answer the following questions;

1) What is meant by the “adaptive unconscious”? How do you think people use this to evaluate advertising message? Does an understanding of “thin slicing” change your concept of effective direct marketing advertising?

2) How does the change in the traditional formula and the creation of “NEW COKE’ as a result of the Pepsi Challenge change your thinking about market research? What was incorrect about the information gathered by the ‘Sip Test” ?

If you had the opportunity to incorporate a lesson learned from the introduction of “new Coke” into an advertising promotion, what would this be?

3) The Implicit Association Test (IAT) has documented that people has strong associations of words in pairs. Do you think this can be implemented in creating advertising copy? Give an example?

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