As new goods (services) penetrate the market, producers (better to say, marketing, advertising and PR managers) start using various mass media in order to cause consumers' memorization of the product. However, it takes some time to get accustomed to the new product and reveal its' pros and cons. Thus, companies apply force to stimulate sales in advance. This sort of advertising campaign is considered to be preliminary. It advances market penetration of a product (service) and generates consumers' interest. This way, its aim is to involve consumer in the process of contract conclusion and purchasing. It is necessary to take into account, that this involving efficiency can be lowered with the advent of newer goods (services). In this case, the company should change ad character from approving to demand-switching. The above-mentioned necessity also arises as fashion trends change (e.g., as the product goes out of fashion). Actually, successful advertisement usually maintains the stability of demand.
Taking into consideration inculcation and involving as basic advertising principles, it is necessary to remember that duration of advertising campaign directly depends on the purpose as well. Effective inculcation does not guarantee successful involving and vice versa. Memorization and accustoming cannot force consumer to purchase. In addition, successful involving of customer in the process of contract conclusion does not cause accustoming. The flaw here consists in fact that advertising campaign does not generate stimulus to use certain product again and again.
The basis of effective advertising campaign lies in the good and creative idea, significant at the present moment, even some time after. The idea is the core and it supports the whole advertising campaign. If there is no certain idea - there is no certain result.