Last Updated：2022/12/23
Sentence
The
paradessence
of
coffee
is
stimulation
and
relaxation.
Every
successful
ad
campaign
for
coffee
will
promise
both
of
those
mutually
exclusive
states.“
Chas
snaps
his
fingers
in
front
of
her
face.
”That’s
what
consumer
motivation
is
about,
Ursula.
Every
product
has
this
paradoxical
essence.
Two
opposing
desires
that
it
can
promise
to
satisfy
simultaneously.
The
job
of
the
marketer
is
to
cultivate
this
schismatic
core,
this
broken
soul,
at
the
center
of
every
product.“
Quizzes for review
The paradessence of coffee is stimulation and relaxation. Every successful ad campaign for coffee will promise both of those mutually exclusive states.“ Chas snaps his fingers in front of her face. ”That’s what consumer motivation is about, Ursula. Every product has this paradoxical essence. Two opposing desires that it can promise to satisfy simultaneously. The job of the marketer is to cultivate this schismatic core, this broken soul, at the center of every product.“
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