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Devoting considerable amounts of time to identifying the type of people your company firm wants to attract can prove crucial to the effectiveness of your marketing communications. Businesses can regularly underestimate the power of their brand being able to adjust their marketing promotions accordingly. Firms will often underestimate the importance of them devoting considerable amounts of time to identifying what their market segment will be. As a result of taking this time companies can then adjust their advertisements to target their specific target market. This can greatly assist companies with regards to improving their ability to attract that specific segment.