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. 33 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