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Everyone
in modern society uses advertising in one way or another. A person
may get a job by responding to a classified ad, or he may decide to
join an organization whose advertisements express ideas that appeal
to him. In choosing food products and other daily necessities, he
is usually guided or influenced by advertising. Advertisements may
also influence his choice of a vacation spot, restaurant, or recreational
activity.
The first step preparing large-scale
advertising is to conduct research on the possibilities of the product.
The members of the agency must come to understand consumers’ attitude
toward the product and its competitors, and what qualities of the
product are most likely to appeal to the buying public. They must
find out the age, sex, occupation, income, personality and special
interests of the product’s prospective customers. They must also learn
where the product can be obtained, how it is sold, and what its usage
patterns are. Very often, even such factors as climate, season of
the year, and holidays have a bearing on sales For instance, cold
remedies sell best in winter, and soft drinks in hot weather. The
client and the agency must try to make sure that the right message
reaches the right people at the right time. All this requires a great
deal of research.
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