Advertising should always be in line with promotional and marketing objectives, and the business strategy or mission of the organization.
Source: Boundless. “Informative, Persuasive, and Reminder Advertising.” Boundless Marketing. Boundless, 21 Jul. 2015. Retrieved 18 Nov. 2015 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/advertising-and-public-relations-13/the-advertising-campaign-88/informative-persuasive-and-reminder-advertising-438-219/