Advertising traditionally has been used as a tool of marketing to inform and persuade potential customers to buy a particular product or service. Advertising is also used to reinforce beliefs among existing customers. Advertising typically is seen as brand communication using various persuasive strategies and tactics to enthuse or entice the target audience through paid space and time by using one or more mass media channels. At the same time, one sees many advertising campaigns that are not really talking about any brand per se but about companies that manufacture or service those brands. This is so because the potential of advertising has been recognized in helping position an organization in a manner that its reputation is enhanced. Some recent empirical research studies suggest that ...

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