Abstract:

Commercial activity is no longer considered as having to apply to the entire population, but rather addresses itself to a clearly-defined sector which is given the name of "target consumers". It will at once be appreciated that a knowledge of the universal informative activity of these consumers will be an invaluable asset in order to adapt successfully the commercial activity to which the population is to be submitted. The means of communication, in particular, should take into consideration the following factor at various levels: the nature of the message to be communicated and the publicity backing.