The Shakira spot ran during the World Cup, then was posted on the Internet where it was shared by audiences across social media. The song was also released by Shakira, so it could be heard on the radio and through streaming media. This leveraging of multiple consumer touch points is at the heart of what your book describes as

In the 1970s, kmart used blue light specials to encourage customers to flock to a particular department having a temporary sale. a spinning blue light activated for approximately 30 seconds, and then an in-store announcement informed shoppers of the special savings in the specific department. over time, loyal kmart shoppers learned to flock to the department with the spinning blue light before any announcement of special savings occurred. if kmart was employing classical conditioning techniques, what role did the spinning blue light play?