Advertising executes its task when it appends to propelling the consumer from one level to another in the communication field; cognizance of the product existence, knowledge of the features and advantages, balanced or arousing certainty of the benefits. Finally, this activity turns into sale. Advertising aim is to execute certain parts of communication job with greater economy, speed and volume.

Mail order advertising moves a prospect through the entire cycle of communication spectrum. It can shift a reader from unawareness to cash-in-advance or cash-on-delivery sale. In consumer package goods, advertising can carry the major part of the marketing communication work load; from awareness right up to action, i.e., products sold through self-service stores.

In industrial goods, advertising is a harmonizing strength of communication, and personal selling is the dominating force of communication. In door-to-door selling, advertising has no role of promotion and personal selling can sell the products to consumers in a few minutes of persuasive selling.

In essence, advertising goals are expressed in terms of communication spectrum. There is a controversy in the advertising world regarding objectives of advertising as a means of communication.

Communication programmes may be action oriented. Mail order advertising is a case where the underlying objective is action, i.e., to secure sales. However, advertising to reduce after purchase doubts and anxieties of buyers particularly in the purchase of costly durable goods such as homes, cars and major appliances, has no objective of securing action., i.e., sales. Such advertising is not action-oriented. It wants to give information or change attitudes. It has only the goal of communication.