Optimal Advertising Techniques for Inducing Consumer Behavior From papyrus advertising in ancient Egypt to commercial imagery in Pompeii, advertising has been around for many years and usually tends to evolve with society. Advertising is basically a type of communication and is a cornerstone in our daily lives. Attempts to persuade potential customers to purchase or consume a product or service. We see advertising practically everywhere: television, newspapers, buses. Nowadays, people also walk on the billboards of brands like Nike, Adidas and so on. Advertising is designed in such a way that it creates and strengthens the brand image and builds customer loyalty. Customer loyalty is defined as the customer's attitude towards the service. It is formed by the customer's cumulative experience with the service over time, not by a specific service encounter. It is widely accepted that customer loyalty has a strong relationship with customer satisfaction and is an antecedent of financial performance (Ekrem Cengiz, Hasan Ayyildiz, and Bünyamin Er. 2007). Advertising plays a very important role in shaping consumer behavior. Advertising is usually important to trigger the first purchase of a product. So, if the consumer likes it, he will buy the product again. For many years, companies have spent billions of dollars perfecting advertising efforts to reach a wide range of consumers in the most effective way. Between 1997 and 2006, television spending increased by 24% in the UK, 43% in the Netherlands and up to 57% in the USA (van den Putte, B 2009). The problem is that in the real world it is difficult to quantify the success of an advertising technique because there are numerous unknown facts... in the middle of paper... even for rational products. Liking and emotional strategies might have a more positive effect on purchase intention for both cleaning and food products because most respondents likely have a low level of involvement with these products, particularly when they have less personal experience with the brand, as is the case with small brands. When people have low levels of engagement, they are less likely to process the content of the message, particularly when they are in a positive mood (Zhang & Zinkhan 2006). When respondents evaluate an advertisement that uses the likability strategy, they tend to evaluate more positively, while the informative strategy has a negative effect on the respondent. Furthermore, when people observe an ad they like, their mood tends to become more positive further decreasing information processing.