Each paper states its theory, grades the evidence behind it, and says plainly what has not yet been tested.
Coca-Cola has planned its stores around occasions for more than twenty years, and the Ehrenberg-Bass Institute explains why buying situations decide which brand people choose. This paper argues that those occasions can now be measured by place and hour, so a brand's media can meet people while they are in them, and it states plainly what has not yet been tested.
