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.