If you set the wrong objectives, you set yourself up for failure. Out of all the many factors that go into defining branding objectives, there are few more important than the consideration level of the product you are advertising. The answer will have a big effect on your eventual strategy and results. They are not impulse-purchase products. Low-consideration products, on the other hand, are typically inexpensive, and product choice is usually made right at the point of purchase.
Laundry detergent is a good example.
People don't need to go through a long process before deciding which laundry detergent to use. They usually scan the supermarket shelf and pick out a brand that they have an inclination toward or some loyalty to. People can be as loyal to a brand of car as they are to a brand of soap. But there are some important differences. For that reason, it's easier for advertising to increase purchase intent.