Before a company develops their advertising campaign they need to decide what the goal of that advertising is. Not every campaign will have the same goal. Examples include brand awareness, brand trial, brand preference, brand reminder or brand repositioning.
Give a unique example for one of the aforementioned goals. Identify whether or not it was effective. Which of the campaign goals do you believe would be most important for a company to execute well on? The image above me help inform your thinking on this. Which goal do you think would be the most expensive?
Finally, try and think of an example of a company that did not execute well on one of the aforementioned goals. Why did it not turn out well?