Traditionally, the objectives of advertising were stated in terms of direct sales goals. The clearer and more specific the objective is, the more effectively the ad can be created and transmitted, and the more satisfactorily the ad¡¯s effects can be evaluated later. A better approach, however, is to view advertising as having communication objectives that seek to inform, persuade, and remind potential customer of the product or service. Advertising seeks to condition the customer to have a favorable viewpoint toward the product and to promote the likelihood that the customer will buy a particular product or service. A good advertisement may take any form, but it must accomplish the following goals:
      1¡¢Appeal to the potential customer. The appeal of an ad is the special significant benefit the product will provide. There are different appeals to different groups of people. Therefore, it is imperative to select the right appeal.
      2¡¢form and motivate. An effective ad should contain all the basic content the customer may want to know about the product or service. The copy should be able to induce interest, and an impulse toward the final buying action.
      3¡¢Be capable of instant understanding by the audience or receivers addressed. The advertisement should be clear and apparent to enable the reader to understand at a glance.
      4¡¢Be believable and impressive. No over-statements or excessive exaggeration should take place. Such practice will only be counter-effective.