Also we should know everything about the products which we want to advertise. But the most important thing is to know who is going to buy them. They should have simple outlined benefits for some groups of people. As an example we can not sell phones to seventy years-old because of their technological illiteracy. It is necessary a lot of researches to be done which can bring some additional information about our target society. If we know something for the potential buyers needs we are going to make significantly more sales. Of course, the advertisements will be cheaper because we will make it for a limited group of people.
On the other hand, the biggest companies want to have influence over different society. They just want to make the needs. They can not limit their market because their products are universal and can be used by a lot of people. They put a lot of money for advertising and they are hoping their ads to be seen by a lot of people who can afford their products.
