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Old September 16, 2007, 12:37 AM
MichaelRoss
 
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Default It Pays To Know Cheskin's Findings

Woody,

Thanks for mentioning Cheskin.

I've mentioned Cheskin previously. But those posts are in the Un-Added Archives - the posts still awaiting to be added to the archives. (Dien, any ETA on getting additional posts added into the archives?)

His research extends beyond mere ads to video tape of which direction people turn when entering stores, how the color groupings can help sell more - it ain't no coincidence the towels on display in K-Mart are arranged in those color patterns, the speed people walk past shops next to banks, past windows with mirrors in them, the speed adjustments over distance they make when entering stores and how putting displays a step or two further Into the store can increases sales of those items, and so on and so forth. The Royal Blue of IBM's logo is no happenstance. And heaps of other Research of consumers.

The ads you mentioned above use the same technique so cleverly used in The Wall St Journal Letter. The ad never actually says that Dominos cuts corners or skimps on anything - the reader makes that leap themselves.

Politicians and their campaigns, and lobby groups and Minority groups crying hard done by all use the same technique. It's good to be aware of the techniques so you know when they are being used on you.

Michael Ross
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