But the detection between these two states can be easily identifiable for some mothers but not for others. Hence, we can also infer that the need recognition in this ad can also be the case whereby need is stimulated by the marketer through product information. The '#1 Pediatrician-Recommended Non-Drowsy Brand' label in the advertisement is already basic product information. The same holds true for the 'Only Children's Claritin Provides Non-Drowsy Allergy Relief' label. The parent is also informed of allergy symptoms that s/he may not be aware of in the first place as the many allergy symptoms are enumerated in the advertisement.

We also argue that this advertisement relies on internal type of influence as most of the product information mentioned earlier are in fact superiority claims (e.g. #1 Pediatrician-Recommended Non-Drowsy Brand, 'Only Children's Claritin Provides Non-Drowsy Allergy Relief) which rely on consumer judgment. The marketers believe that consumers, upon...
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