Advertising aims must be sloping around the communication process. Communication tasks are building up brand alertness, altering consumer thoughts, colligating pleasing ideas with products, and communicating customer about product dimensions and properties.

The elemental determination of advertising is to assist sale probability of a product or a service. Advertising as a promotional technique augments tendency to purchase, moving the prospect gradually towards the product to make a purchase decision. Of course, advertising is only one of several communication forces. It actuates the buyer through consecutive stages such as awareness, comprehension or recognition, conviction and action. Advertising objectives may be divided into four stages of commercial communication which are explained below: -

- Cognizance: The prospect must be informed about the subsistence of the brand or company in the market. Awareness is the bare minimum goal of advertising. The buying process starts after informing the consumer about the product or service.

- Conception: The prospect must understand what the product is and what it will do for him. The apprehension level indicates that people are not only aware of the brand or company but they also know the brand name and can be familiar with the package or trademark. But they are not yet influenced that they want to buy.

- Conviction: The prospect must be mentally convinced to buy the brand or the product. The convinced level shows brand preference and intention to buy the product in the near future.

- Action: the prospect takes meaningful action. Purchase decision is duly taken. These four goals of ad in communication terms are measurable results.