For Many Years, a Certain Cola Brand Operated a Taste-Test

For many years, a certain cola brand operated a taste-test booth at local fairs across Canada. Visitors to the booth would be encouraged to take a blind taste test between the brand and its primary market competitor. The brand then used the taste-test results in advertising. What advertising theory does such an approach support? The brand no longer uses this as an advertising strategy, but rather, relies on celebrity endorsements and other forms of advertising. What advertising theory do you think now dominates the market between the brand and its primary competitor? Explain.