What are the objectives of marketing?

What marketing objectives can be met by advertising (whether traditional or new media)?

• Does a definitive list exist? Teaching an account planning course. Every text I've reviewed and each relevant article I've found reference some problems but not what seems to be a comprehensive list.  Thus far I've identified only:  Awareness  Reputation  Perception  Announce product improvement Grateful if anyone can either add to that list or point me toward a more comprehensive resource.

• Answer:

  There are two key important things to consider: 1. ROI of any marketing activity. 2. Increase or decrease in the value of the brand. The first is much easier to measure – so most marketers focus on it. The second is much more important – so great marketers focus on it.