As the essay declares in the ancient time ‘word of mouth’ was the most popular way of advertisements, today with the intervention of media and internet, advertisement has become an easy and popular mode of providing information. Advertising has different effects on people, it changes their prospective on what is, and what is not, worth buying, what they buy and when they buy it. Advertising affects people in what they do and how they do it.
This report stresses that advertising alone, however, does not get customers. It simply catches consumers’ attention, gets them to walk up to a shelf, and make an impulsive purchase. However, getting the customer back requires a more creative marketing approach. Today advertisers are into more of market research to analyze the consumers’ behaviors, likes, and dislikes. The most popular method is tests and surveys, both before and after a product is introduced. Telephone surveys are very common. Along with those, written questionnaires and samples, either handed out in stores or sent by mail, are effective tests to see if consumers like a product or not. Such kind of market researches gives consumers ample opportunity to put forth their views and also helps the firm to improve the product to satisfy the needs of the consumer. Companies also check whether the ads are being productive by means of comparing the money made and number of sales during periods of advertising to those during a time of no advertising. Some companies even allow average consumers to preview a commercial to get a response.