Optimal Advertising Techniques for Inducing Consumer BehaviorFrom papyrus advertising in ancient Egypt to commercial images in Pompeii, advertising has been around for many years and generally tends to evolve with society. Advertising is essentially a type of communication and is the cornerstone of our daily lives. It attempts to persuade potential customers to purchase or consume a product or service. We see advertising almost everywhere, on television, in newspapers, on buses. Nowadays, even people walk on billboards for brands like Nike, Adidas, etc. Advertising is designed to create and strengthen brand image and build customer loyalty. Customer loyalty is defined as the customer's attitude towards the service. It is formed by a customer's cumulative experience with the service over time, not by a specific service encounter. It is widely accepted that customer loyalty is closely related to customer satisfaction and is an antecedent of financial results (Ekrem Cengiz, Hasan Ayyildiz, and Bünyamin Er. 2007). Advertising plays a very important role in shaping consumer behavior. Advertising is generally important to trigger a first purchase of a product. Then, if the consumer likes it, they will buy the product again. For many years, companies have spent billions of dollars perfecting their advertising efforts to reach a wide range of consumers in the most effective way possible. Between 1997 and 2006, spending on television increased by 24% in the United Kingdom, 43% in the Netherlands and 57% in the United States (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 many unknowns in the middle of paper, even for rational products. Emotional strategies might have a more positive effect on purchase intention for cleaning products and food products, as most respondents likely have a low level of involvement with these products, especially when they have less personal experience with the brand, as in the case of smaller brands. When people have low levels of involvement, they are less likely to process message content, 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, whereas the information strategy has a negative effect on the respondent. Additionally, when people watch an ad they like, their mood tends to become more positive, further decreasing information processing...