AbstractAdvertising has a rather simple role: to persuade consumers to buy the company's product by creating awareness about it. Advertising spam is on the rise on prime time television. It is becoming increasingly easy for consumers to ignore advertising and not pay attention to the message. So the question is: which advertisements “stick” in consumers' minds and actually lead to purchase intent? This study attempts to analyze this aspect by investigating the differences in recall between two broad categories of advertisements: "persuasive" and "informative" and any differences in purchase intentions that arise due to the advertisements. The study was an experiment, with 45 participants, who were asked to watch a half-hour documentary interrupted with four intervals of 12 advertisements, with an equal ratio of persuasive to informative advertisements. A comparison of mean recall scores using the t-test showed a significantly higher recall score for persuasive advertisements compared to informative ones. The difference in purchase intention resulting from the two categories of advertisements was negligible.Keywords: advertising, persuasion, recall, purchase intentionIntroductionBy investing in advertising, marketers strive to induce additional sales of their product by making consumers aware of the their brand and persuading them of his brand. superiority. Therefore, advertising has a rather simple role: to persuade consumers to buy the company's product by creating awareness about it. The advertising battle continues beyond persuasion. It is observed that the best brands continuously advertise to keep themselves in the mind of the consumer; a distinct place among other brands. Their brand name is the first that comes to mind... middle of paper... pp. 127-136. Till, Brian D. and Michael Busler (2000), "The Match-Up Hypothesis: Physical Attraction, Competence, and the Role of Fit in Brand Attitude, Purchase Intent, and Brand Beliefs," Journal of Advertising, 29 (3), 1-13. Tull, D. (1965). The carryover effect of advertising. The Journal of Marketing Vol 29, 45-53.Um, N.-H. (2008). Revisiting the elaboration likelihood model: How advertising appeals work on low- versus high-involvement product-focused attitudinal and behavioral brand loyalty. European Journal of Social Sciences – Volume 7, Number 1, pp. 126-139. Verma, S. (2009). All advertising appeals influence consumers' purchasing decisions. Global Business Review Vol 10, 33-43. Zauberman, G., Ratner, R. K., & Kim, B. K. (2009). Memories as resources: strategic memory protection in choice over time. Journal of Consumer Research, Vol. 35 , 715-729.