When he launched his first campaign for Pepsodent toothpaste, the disappointing coupon returns dictated a change in strategy. Reading up on dental hygiene, he discovered plaque.

He decided to emphasize a beauty appeal, the pretty teeth available to customers who used Pepsodent to remove that cloudy film from their teeth. The ad also offered a sample of the product. By using coupons and samples he traced who responded, and this information benefited the client [6, p.56; 7, p.208].