Word: testing
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Dates: during 1970-1979
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...reform to help the poor and the middle class. (Mondale sponsored the $35-per-taxpayer and dependent income tax cut that benefited millions of Americans last April 15.) Both men would oppose building the B-l strategic bomber (total cost when fully deployed: $22 billion) until more test results are in, but both would keep up research and development funding for the program. Both men have paid far more attention to domestic concerns than foreign policy. They basically feel that detente should be continued, although they advocate a tougher stand by the U.S. Each believes the nation should strive...
...still not well known. While the polls indicate that he has very strong appeal in a general sense, I think there is also a softness there that has to be dealt with, and I think he understands. I think that is partly the skepticism of our age. They test all of us. They expect we are all liars and cheaters or abductors, and it takes a while for a new public personality, particularly coming out of a unique environment, to sell himself...
...months ago, when Pepsi decided to challenge Coke's 3-to-l sales lead in the Dallas area. (Nationally, Coke is estimated to hold 26.2% of the market, compared with Pepsi's 17.4%.) Pepsi concocted a promotion supposedly showing that more than half the Coke drinkers tested preferred Pepsi's flavor when the two colas were stripped of brand identification. During the test, Coke was served in a glass marked Q and Pepsi in a glass marked M. Within a year Pepsi had whittled Coke's sales lead in Dallas to 2 to 1. Irritated, Coke...
...Studies. To make its point. Coke put its own cola in both glasses -those marked M and those marked Q. Sure enough, most people tested preferred the drink in the M glass (hence the "Coke beat Coke" headline). Pepsi then revised the letters on its test glasses to S and L-and again consumers preferred Pepsi, which was always in the L glass. Again Coke executives cried foul, contending that just as people preferred M to Q, they liked L better than S. Questioned about this, Dr. Ernest Dichter, a motivational research expert, reported that he knew of no studies...
Thirsting for bigger sales, Pepsi extended its taste-test campaign to Michigan two months ago. And last week it moved into Los Angeles and New York, the country's richest markets, with the message: NATIONWIDE MORE COCA-COLA DRINKERS PREFER PEPSI THAN COKE. Anticipating the move, Coke had already launched a campaign with the theme NEW YORK PREFERS COCA-COLA TO PEPSI...