“The Ad that gets tangible results is the Ad that matters”. Us as marketers have the goal to meet our customer’s needs, always keeping in mind that just because a customer pays for something, doesn’t mean they need it. If we create an amazing marketing campaign, but doesn’t bring revenue and profit to the company, our campaign is not as good as we thought.

It is beyond important to integrate our message with our product, the target audience and the environment where our message will be placed, because what good does it do to have a great product to sell without creating the need for it? The perception can make a huge difference in our transaction cost because us, as humans, will only do things that are valuable to us. We can’t manipulate the behavior of our consumers if we don’t know why they want/need a certain product.