target works with its advertising agency to develop a message to reach the right consumers and to motivate them to take action. the message could be communicated on television or radio, or in print advertisements, and the choice must be appropriate for the target market. since target aims to reach bargain shoppers, it decides to advertise in the sales flyers of local papers. when the papers come out, target's advertising director sees that walmart (target's major competition) has run similar ads promoting a sale at the same time. fortunately, this has no effect on target's campaign. as expected, a significant number of target customers like melissa, a mom of two school-aged children, saw the ad and headed straight to target. in fact, significantly more consumers than usual visited targets all around the country during the sale.