The distinguishing feature of successful advertising is a persuasive, memorable message. The meassage can be spoken, printed, or simply implied. The key of developing these kinds of massage is not so much to understand word and idea, but to understand people. Leo Burnett, like many advertising greats, intuitively knew how to talk to the average person. He was often described as a man of average appearance and voice, who could instanly grasp the “inherent drama” ina product and relate it to consumers in way that neither talked up nor down to people. In the twenty first century, the maeketing task will be far more complex and competitive than it was as little as 10 to 15 years ago. More than ever, marketing and advertising people need to understand consumer. A good consumer analysis boils down to about five general question