Each consumer is different, how you identify their needs, wants and habits is crucial in constructing your communication message. Each communication message must be directed to the right target or it will not work. And it may not be the right message tomorrow.

 

 Most advertisers don't realize that things do change. Methods must also change. What we do now must take into consideration what will happen tomorrow. 

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A strong strategy must include a clear understanding of how your product will evolve in the market, how other products will enter the market and how you will change to meet the challenges.

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Better yet, how your ad agency will change to meet your future objectives. How you'll handle the new demands, to keep your market share to assure growth.

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And it's not just the advertising, it's everything!

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