An important characteristic of the human brain is the selective assimilation of knowledge. While it absorbs all the sensory inputs that we receive, it processes only those that are considered relevant to the ongoing situation. We, based on various factors, decide this relevance. For example, previous experiences, frequency of these experiences with the inputs, and how useful they are to us, are some of the factors that influence us when deciding if the inputs received are relevant. Combine this with the fact that consumers today are a more aware and demanding lot, which makes it difficult for the marketers to woo them.
Increasing interest in branding led to a corresponding rise in the importance of various aspects of marketing like communication, media, and promotion. Ralph Waldo Emerson's dictum, "Build a better mousetrap and the world will beat a path to your door", was modified by the observation that it was necessary for the maker of the best mousetrap to proclaim that his was the best product in that category. Otherwise, they would remain unaware of this fact and continue to buy what they were accustomed to. This recognition of the importance of the contribution of promotion and communication to brand building led to the growth of advertising and other forms of promotion. The primary aim in those days was breadth of reach. This was because there were far fewer products in each category and very few channels available. While the print media was always preferred because of its ubiquity, the competition among various newspapers and magazines meant that the kind of breadth of coverage desired by marketers was not available. Moreover, no single newspaper or magazine could cover the entire country or penetrate to all corners the way radio or television could. Thus, the primacy of radio and television was assured.
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