What makes us buy some products and not other? why do we prefer some brand over others? Do print ads and TV commercials actually influence our behavior? In an effort to answer these questions, advertisers look to research. at present< diverse research strategies - psychological, social, and cultural help advertisers understand consumers and assess the effectiveness of advertising messages directed to them. the particular kind of research conducted in an advertising campaign are always tailored to serve the needs of those who produce the ads as well as the interest of the clients whose products are promoted. A client who seeks to direct messages to a very specific group of consumers needs to know if the ads are effective with that group for example, milk producers may want to encourage adults to consume milk thus, they need ads that position milk as an adult beverage. Another client may need assistance determining which groups of consumers are most likely to buy the products they offer. For example, an MP manufacturer wants to determine which consumers make up its potential market and needs research to help define the market. A third client may ask for detailed information about what consumers recall about the company's ads. for example, a pet food company wants to know if consumers who watched its TV commercials remember the brand name and have positive association with the brand Advertising research is directed toward answering such questions as these Because the questions differ from campaign to campaign, no single research strategy can work for every situation.