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Hello from 1966! The TV’s reign over American households is in full swing. An actor named Ronald Reagan has been elected governor of California. Families crowd around the television set, grab a newspaper and turn on the radio to catch the breaking news of the day together.
Meanwhile, an advertising pioneer named Eugene Schwartz is crafting a theory about the way people respond to ads. He calls it the Levels of Awareness formula. By adapting to a consumer’s existing level of awareness, he theorizes, brands can craft more compelling, effective copy.