Awareness, traffic, sales...

When it comes to your advertising/marketing plan what's your objective? Is it to create awareness? drive traffic? generate sales? You're correct if you answer all three! While the focus of your advertising efforts may focus on one of these, ultimately you want to move your product or service correct? So what does your message focus on ? Does it call the consumer to action? Is it visible to the right market? Is the message in the right media ? It's good to advertise, it's GREAT(and should be your goal) to achieve the objective.