Authenticity in Advertising

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Projecting Authenticity in Advertising
Communicating to the prospective customers with the objective of persuasion, needs credibility and authenticity in the message strategy. Audience should trust the message and the brand to take further steps. Successful advertisements are successful, because they have created messages with trust and authenticity. Authenticity not only gives the audience trust towards the brand, it reduces the cognitive dissonance created by wrong understanding about the brand, puts the brand first in the consideration set.  

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