31. Objectives of Advertising
1. Awareness: making the consumer aware of the
existence of the brand or company.
2. Comprehension (Understand): making the
consumer understand the product or its uses.
3. Conviction (Persuasion): persuading the
consumer to buy the product.
4. Action: getting the consumer to actually
purchase the product.
Mukesh Trehan and Ranju Trehan, Advertising and Sales Management