Often the objective of an advertising campaign is to solve a marketing problem. This problem may stem from consumer’s misconception or ignorance about either the product or the service itself, or the entire product category/market that it is in.
This isn’t necessarily the consumers’ fault. It could be a problem with the way the product is being used, targeted, packaged, distributed, or even advertised. Or simply that the competitor is seen as being better.
The role of the new advertising is to solve the problem by addressing and even reversing these misunderstandings. In turn, this creates greater product and/or market awareness.
Advertising Concept Book (Second Edition) by Pete Barry