Advertising that aims to persuade consumers to switch brands falls under which objective category?

The objective of advertising that seeks to persuade consumers to switch brands is categorized under the "Persuade" objective. This approach focuses on influencing consumer behavior by encouraging them to consider alternatives to their current brand and to make a switch. Persuasive advertising typically highlights the benefits and unique selling points of the new brand while positioning it as a superior choice compared to the competitor.

In the context of marketing, persuasion is a crucial element, especially in competitive markets where consumers have a variety of options. The goal is to create a compelling argument that addresses consumers' needs and motivations effectively, thus prompting a change in their purchasing decisions.

Other objectives, such as informing, aim to raise awareness or educate consumers about a product or service, while reminder advertising is often used to keep a brand fresh in consumers' minds and reinforce loyalty, but it doesn't actively seek to change brand preferences. The institutional objective focuses on promoting the company as a whole rather than specific products, which is not aligned with the goal of changing consumer behavior toward a specific brand. Therefore, the "Persuade" objective is the most fitting choice regarding advertising aimed at making consumers change their brand choice.