Anticipation (is makin’ me late…is keepin’ me waitin’…)
Anticipation is an incredibly powerful emotion. If you have doubts about that, consider how much of our economy relies on it. Movies are teased months before they hit theaters. Stores set out Christmas displays even before Thanksgiving rolls around. And the release of every new iPhone is accompanied by so much fanfare that people literally camp out in front of stores just to be among the first to get their hands on one. Building anticipation as a marketing technique isn’t something unique to the age of iPhones. In the 1970s, Heinz released a series of commercials that brilliantly turned an annoyance (why does it take so long for ketchup to come out of the bottle?!) into a feeling of excitement. The song featured in the commercials? Carly Simon’s “Anticipation.”
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