The antithesis of the traditional view toward advertising objectives (i.e.,the heretical view)is that advertising objectives should be stated in terms of sales or market share.

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The antithesis of the traditional view toward advertising objectives is indeed that advertising objectives should be stated in terms of sales or market share. This view challenges the idea that advertising should only aim to create awareness or brand recognition.

The Antithesis of the Traditional View Toward Advertising Objectives (I