When we employ radio, television, and print advertising for example, we are guided by the fact that our target audience have specific (). Again, when we do sampling, sales promotions, publicities, and other promotional activities our communications and messages are directed to a particular ()t, where if properly executed, will definitely trigger positive responses and ultimately achievement of situation wherein every peso counts to deliver the equivalent return sales, growth, market share, and profitability. Our communications program therefore, should be geared to address the specific needs and wants of target markets, be it physicians, dentists and allied professionals, or authority endorses namely salesclerks, or the very consumers or end-users of our products.