Answer: ① Because the company realized the deep-seated reasons why consumers refused to buy instant coffee, it changed the original propaganda point that contradicted consumers' social mentality. Only by knowing the propaganda strategy of consumers' real demand tendency can we make the best propaganda.

(2) It highlights the importance of action. In this case, if advertisers only pay attention to how to publicize, after the first publicity failure, they do not deeply explore the real reasons for the failure, do not understand the social mentality of consumers, and only increase publicity efforts, then it is impossible to succeed.