Wrigley's Juicy Fruit – twisting the way we look at advertising
EXECUTIVE SUMMARY
This case study is groundbreaking, going beyond the usual proofs of advertising effective-ness:
It demonstrates cutting-edge advertising theory being successfully proven in the real world and shows a positive interrelationship between theories that have previously generated conflict within the industry.
It showcases a new methodology for advertising research that goes beyond the barriers presented by a reliance on consumers' conscious testimony by measuring subconscious mental processes.
By combining these two elements with more traditional effectiveness measures, it demonstrates a causal link from advertising exposure through both the...