How does the role of advertising influence the purchase decision process? Needs and motivations are the starting points of purchase decisions. In fact, advertising is a communication of photo image, sound image, and word advertisement image channel to persuade consumers to choose to buy the brand of product or consume the brand of service between the merchant and its consumers from television, radio, newspapers, magazine, movie etc. channels.Why does advertisement influence consumer choice? For this case example, when one buyer waits until more information is gathered before making a decision. The time, two types of cost are involved. First, there are psychological opportunity costs experienced by consumers who are deprived of the product who need and are consequently in a state of psychological tension. As time elapses, this psychological tension becomes more frustration. Second, buyers experience costs with the information-gathering efforts. They must invest time and energy to visit several retailers, seek out and read advertisements, or inquire for other opinions about the best product to buy.These delayed decision costs considerably increase as time elapses. The buyer must seek information until it is felt that a search for additional information will bring about more costs than benefits. So, an advertisement is reaching a potential buyer when who is seeking information will have a greater impact, since the buyer is spending time and effort needed to seek out this information himself and he is less likely to find other competing and advertisements to obtain the additional information.In general, buyers are generally more responsive to different brand advertisements, when they are seeking information on these brands. This is why the becomes a choice target for the advertiser provided the advertiser can identify and locate them. Thus, a client has interested and is in an information-gathering stage is asked. Then, the advertiser takes advantage of the consumer's having identified him or herself to send a series of informative and persuasive messages or to send a salesperson who will try to conclude a sale. Thus, advertisement gives a chance to let consumers to gather information to choose the best product to buy or the most excellent service to consume.What of situations do merchants need advertisements promotion? The short purchase cycle markets are characterized by routinepurchase decision processes or by limited problem solving when a new brand is introduced on the market, e.g. coffee, bread, sugar, soft drinks, canned vegetables and household and beauty care products fall into this category. Another irregular purchase cycle markets are characterized by products that are purchased more or less regularly, e.g. cookies, cake mixes, wines, food products. Finally, long or unpredictable purchase cycle markets include all durable products, such as cars, household appliances and furniture ( products from which occasions of purchase can't be predicted, which most consumers buy only occasionally). Hence, these kinds of products ought need advertisement promotion specially, due to advertisement can build brand image to let consumers to know. Especially, it is a new brand of product. In conclusion, advertisement will be one good channel to let new product to introduce its brand to let clients to remember in minds heart.Consequently, future (AI) tool needs to learn how to design different kinds of advertisement to attract consumer attention to the product, needs to learn how to find what the bad factor(S) which cause(S) many consumers do not choose to buy the product, needs to learn when the product price needs to be raised up or fallen down in order to bring consumers' positive emotion to choose to buy the product immediately.