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1. What is your opinion of the defense Kraft used in claiming that calcium is an immaterial product attribute? 2. When discussing the criticism that advertising is manipulative, a distinction was made between persuasion efforts of which consumers are cognitively aware and those that fall below their conscious radar screens. First, explain in your own words the distinction between the potential for advertisers to cognitively and unconsciously manipulate consumers. Second, express your thoughts about the ethical ramifications of say, retailers’ potential use of instore advertising to air subliminal messages.

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