The main goal of marketing is to increase the sales of a product or service. Marketing communications can be used to either promote or discourage a specific behavior. Good marketing communications will appeal to the consumer in order to create interest, enthusiasm, and action in regard to the product or service. The consumer needs to want the product or service if the marketing communications are to be successful.
There are laws that exist to protect consumers from false, misleading, and deceptive advertising. These laws also prevent businesses from making claims about their products or services that cannot be substantiated. When any claim is made it must be truthful and not mislead the consumer. If the claim is false, the advertiser will be required to back up their statement and prove that they can.