In order to better understand target consumers and to devise better advertising concepts, the advertising manager may

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Allocating resources to advertising research will help the advertising manager gather data on target consumers, their behavior, and preferences. This will help in devising better advertising concepts that resonate with the target audience. Reallocation of media dollars, shifting the work to a new agency, introducing a new creative approach, or changing the philosophical approach may not necessarily address the issue of understanding target consumers.

In Order to Better Understand Target Consumers and to Devise