From time to time I am asked what is advertising. I often try to use an analogy to help illustrate a helpful and practical answer. The best way to visualize it is to step back from your own business and look closely at others. Think about how you feel when you first set foot in a store, any store, in any category. Often you can see it right away.

Since the economy began its downward spiral into recession in early 2008, we have seen changes in consumer behaviors and habits. Studies have shown that mindsets have shifted and that the current consumer is a very different person than the consumer of several years ago.