Advertising helps people recognize a particular brands,persuades them to try it. and try to keep them loyal to it. Brand loyalty is perhaps the most important goal of consumer advertising. Whether they produce cars, canned food or cosmetics, manufacturers want their customers to make repeated purchases. The quality of the product will encourage this, of course, but so ,too , will effective advertising.
Advertising relies on the techniques of market research to indentify potential users of a product. Are they homemakers or professional people? Are they young or old? Are they city dwellers or country dwellers? Such questions have a bearing on where and when ads should be placed. By studying readership breakdowns for newspaper and magazines as well as television rating and other statistics, an advertising agency can decide on the best way of reaching potential buyers. Detailed research and marketing expertise are essential today when advertising budgets can run into thousands of millions of dollars