So what does this mean?
-Idealized personalities become detached from the celebrity and attached to a product or brand in order to generate sales
-Consumers are immune to the constant bombardment of advertisements and brands
-Long term advertising enhanced overall loyalty by reinforcing consumer preference for brands, primarily among less loyals
-Loyals saturated
-Allocations should be shifted toward less loyals
-Voluntary buyers will make a purchase of a certain product without any advertising
-Influential marketing: targets all likely responders who can be positively influenced by the campaign
-The only way to generate a higher net profit is to contact undecided customers
Basically, they do it for the money.