To inform

• Telling the market about a new product.
  

• Describing available services

• Suggesting new uses for a product.
  

• Correcting false impressions.

• Informing the market of a price change.
  

• Reducing buyers’ fears.

• Explaining how the product works.
  

• Building a company image.

To persuade

• Building brand preference.

• Persuading buyers to purchase now.

• Encouraging switching to your brand.

• Persuading buyers to receive a sales call.

• Changing buyer perception of product attributes.

To remind

• Reminding buyers that the product may be needed in the near future.

• Keeping the product in buyers’ minds during off seasons.

• Reminding buyers where to buy the product.

• Maintaining top-of-mind product awareness.