Posted: September 27th, 2016

A business is perplexed by the unexpected results of its recent advertising campaign and has turned to you for help in underestanding what is going on.

A business is perplexed by the unexpected results of its recent advertising campaign and has turned to you for help in underestanding what is going on. THis new campaign was designed to increase the advertised product’s personal relevance to consumers by emphasizing its ability to fill previously underappreciated needs. Yet the campaign had no noticeable effect on sales of the advertiesed product. Rather, it appeared to stimulate the sales of a competitor. Why might this have occured?