For Coca Cola "Life", the communication objectives are

while as Coke

Zero's communication objective are

$($Hint: Think about where the

product is in relation to the consumer decision making process$)*$

Conative

Realm of motives.

Ads stimulate or

direct desires

Affective

Realm of emotions.

Ads change attitudes

and feelings

Cognitive

Realm of thoughts.

Ads provide

information and facts

Purchase

Conviction

Preference

Liking

Knowledge

Awareness

Cognitive, Affective

Affective, Conative

Conative, Cognitive

Affective, Affective

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