Jeg har ikke fået noteret kilden ned til denne checkliste som er opdelt efter information, overbevisning og at minde om. Flere af placeringerne kan diskuteres, fx at opbygning af et image placeres under information. Men systematiseringen kan hjælpe på vej til en nuanceret diskussion af, hvad vi vil opnå med reklameindsatsen

to inform:

• telling the market about the new product
  
• suggesting new uses for a product
  
• telling about new facilities and product development
  
• informing the market of a price change
  
• explaining how the product works
  
• describing available services
  
• correcting false impressions
  
• reducing consumers' fears
  
• building a company image

to persuade:

• building brand preference
  
• encouraging switching to your brand
  
• changing customer's perception of product attributes
  
• persuading customer to purchase now
  
• persuading customer to receive a sales call

to remind:

• reminding consumers that the product may be needed in the near future
  
• reminding them to buy it
  
• keeping it in their minds during off seasons
  
• maintaining its top-of-mind awareness