The customer you target has changed over the past five years. It's important to keep thinking about how your target's lifestyle is evolving, and how these changes affect buying habits and interpretation of your brand.

World events, societal trends, advances in technology, new media and your target's maturation processes are factors. Your target is older, most likely watch less TV or moved to pay-per-view, spend more time on the Internet, skim newspapers and dine out or take-out meals more often.

Today's advertising clutter makes them more difficult to reach and more oblivious to advertising messages, factors which should be considered and re-considered over time. Truly understanding your target audience's demographic and psychographic profiles while creating the appropriate environment in which to interpret your message is the key to affecting awareness levels and action.