T HERE IS NOTHING that man fears more than the touch of the un-known. He wants to see what is reaching towards him, and to be able to recognize or at least classify it.
…is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated.
Most people would agree that advertising, like any other job, benefits from being tackled systematically. But advertising is different from most jobs, and it requires a rather special approach to planing.