For an established brand in growth or mature markets, the objective is to stand out from competing brands. In this case, the advertising objective would focus on

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When a brand is already established and operating in growth or mature markets, the primary objective is to encourage preference among consumers. This means that the advertising should focus on highlighting the unique qualities and benefits of the brand to make it stand out from competing brands and encourage consumers to choose it over others. Advertising objectives such as creating awareness or generating interest may be more relevant for new or niche brands, but for established brands the primary focus should be on building brand preference.

For an Established Brand in Growth or Mature Markets, the Objective