The goals of a promotional campaign or advertising are referred to as the communications objectives.
Communication objectives includes:
• To create a brand image
• To impart knowledge about the brand i.e. to transmit information
• To create awareness
• To increase the desire of people in buying the product thus stimulating demand
• To increase sales thereby encouraging action from the target audience
• To affect an individual’s image towards the brand and persuade the audience to purchase the product or use the service