The phenomenon of cognitive learning is a more profound one than that of conditional learning. For advertisers, it is a prolific means of communication with their target audience. The impact resulting from the incorporation of the cognitive learning approach goes a longer way in enabling the customers to develop an honest and comprehensive understanding of the brand. Normally the objective of advertising is to draw customers towards the brand and as a result increase the sales. But as far as cognitive learning is concerned, the approach does not aim at the prospect of attracting customers. In fact it aims at consolidating the relationship between the customers and the brand by informing them and apprising them about the brand, enabling them to utilize the brand's benefits with convenience. This approach reflects objectivity as well as thoughtfulness on behalf of the advertiser and builds trust and respect in the hearts of the consumers.