Many marketing managers prefer sales$-$oriented objectives for advertising because they believe that the reason a company spends money on advertising and promotion is to sell its products or service. the objective of advertising and other promotional mix elements is usually to communicate information or a selling message about a product or service the primary role of an IMC program is to communicate $.$ objectives should be based on the achievement of communication objectives. Othey must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.