In support of Tony Duckenfield’s Viewpoint article I wondered if the diagram (above) would be of interest (‘The advertising world can teach us a lot about how to change people’s attitude to road pricing’ LTT?9 Oct). I was given it by Les Binet of marketing consultant DDB London some five years ago and he says he has no objection to it being published.
The diagram shows the strategy adopted by car manufacturers (or that of many other product manufacturers, come to that)...
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