To do the entire selling job (as in mail order advertising).
To introduce a new product (by building brand awareness among potential buyers).
To force middlemen to handle the product (pull strategy).
To build brand preference (by making it more difficult for middlemen to sell substitutes).
To remind users to buy the product (retentive strategy).
To popularise some change in marketing strategy (change in price, etc.).
To combat or neutralise competitor’s advertising.
To acquaint buyers and prospects with the new uses of the product (to extend the product’s life cycle).
In sum the primary objectives of advertising is to increase sales.