Products need people, so comms is used to introduce them. People might buy cornflakes because of the taste, but if they were convinced by comms activity that extra fibre could combat cancer, or that low fat content aided the heart, sales might increase. Likewise, people might not realise they need a new product (an electric toothbrush, say) so comms creates the need by showing the benefits and acceptance of the product by an elite.

In some cases, it's sufficient to just keep the client's name in front of the public to reinforce the brand, even in activities unrelated to the product.