I seek to examine research projects that address the topic "what impact does advertising have on consumer purchases?". Britain made history on 22 December 1955 when it ran its first television advertisement; it was for "Gibbs SR Toothpaste". Advertising has since grown into a worldwide phenomenon, used every ten to fifteen minutes on free television for all types of products, services, show promotion, and other items for purchase by consumers. Through this research project I seek to investigate the links between various forms of advertising and consumer purchasing. Promotional tactics, visually evocative images, brand slogans and jingles are all used as sales mechanisms in the world of advertising, but the question to be investigated is which aspect of an advertisement leads to a consumer purchase. Over the years many people have delved into the research questions of consumer behavior in response to brand advertising. “Impact of Brand Image and Advertising on Consumer Buying Behavior” is an article in the “World Applied Science Journal” published in June 2013. This article establishes the position that our modern society is so consumed with profile and by the personal status we acquire not based on quality but as a result of the brand's status. It also suggests that the war between companies is no longer based solely on price but is about customer attraction achieved through advertising. Advertising plays a “crucial role” in attracting customers to a brand and/or product and is a vital mechanism for influencing “consumer purchasing behavior”. A counterargument to these prominent ideas concerns the many people and families in 21st century society who often purchase based on price. P...... middle of paper ...... personal sports profile was great for the original increase in profits; However, after the new face front was forgotten, sales dropped again within a year. Several implications were established throughout the research, a major one being that there was a positive increase in sales, high stock returns, and overall positive outcomes, therefore celebrity endorsements have proven to be successful. In my opinion, the face of someone the public knows, loves and trusts can do wonders for a brand as people are more likely to purchase a product that they believe has good merits and is not dangerous in any way as it is considered reliable due to the face from which it is supported. However, since after the initial stages of approval people are less aware of the look of the brand and therefore sales are likely to decline, due to less marketing and promotion activity..