Retailers develop and implement communication programs to build appealing brand images, attract customers to stores and Internet sites, and encourage customers to buy merchandise. The communication program informs customers about the retailer as well as the merchandise and services it offers and plays a role in developing repeat visits and customer loyalty. Communication programs can have both long$-$ and short$-$term effects on a retailer$$s business. From a long$-$term perspective, communication programs can be used to create and maintain a strong, differentiated image of the retailer. Retailers also use communication programs to realize the short$-$term objectives of increasing sales during a specified time period. For any communications campaign to succeed, the firm must deliver the right message to the right audience through the right media, with the ultimate goal of profiting from long$-$term customer relationships rather than just short$-$term transactions. Reaching the right audience is becoming increasingly m