"A streak of light was peeping in, But my mornings were dark. Engulfed were the worries of yesterday, Deep down were their marks. The light wanted to give me some hope, But I was failing to let it embark. Thoughts and action would have found a path, If only I had allowed that small ray of light, in me to park." The world of advertising is so fascinating. We have numerous advertisements coming to us in different ways through different platforms. Digital media, in fact, is surviving primarily on the ad revenues that it generates from every nook and corner of a webpage. The digital media advertising alone amounted to about USD270 billion in 2017 (Source: Statistica 2017) Though these ads do not result in direct sales, why do companies spend so much on these instead of adjusting those spends against giving direct discounts to customers at the point of sale? Creating an image – brand recall, brand equity, loyalty, significance – all of these are the r...