Cracking the Code
Breaking through in a cluttered world
Dawn HudsonPepsi-Cola North America
The average consumer is exposed to 3,000 different messages per day. That could mean more than 1,500 before lunch. Maybe it starts with the cup of coffee and the morning newspaper with its 150 offers, or the morning talk show with its dozens of commercials. Then on the way to work it's the radio ads in the car or the billboards on the side of the road or even the bus or subway ads. Then after work, repeat the cycle.
On top of this, people are...