We know that an ad message creates awareness ,conveys information about benefits,attributes or features,builds a brand image and personality,vests the brand with certain feelings,links the brand with group norms and peers/experts and induces purchase behaviour.Exposure to an ad can initiate any of these processes.These five effects create an attitude in us towards the brand,which if favourable leads to purchasing action.In addition,certain ads just remind us about the product or brand or lead an assault on those reasons which prevent a consumer from buying or using the brand.It is a direct inducement to action.
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