P&G is a global leader in branded consumer goods known for pioneering direct-to-consumer advertising. It has over two dozen $1 billion brands and 2010 sales of $78.94 billion. P&G focuses on brand building through continuous product development, customization, and monitoring return on marketing investment. It has been influential in market research and consumer behavior analysis. P&G was also pioneering in its use of television, radio, and celebrity endorsements for marketing.