What should be or what could be the objectives for advertising? A controversy around this question is still running hot in the ad world. One school holds that ad has to necessarily bring in more sales and therefore ad objectives should certainly include sales growth.
The second and diametrically opposite view is that ad is essentially a communication task and it should have only communication goals, or goals intended to shape the awareness and attitudes of consumers.
The second and diametrically opposite view is that ad is essentially a communication task and it should have only communication goals, or goals intended to shape the awareness and attitudes of consumers.