Recognition of a brand may affect whether a brand is noticed or not, and whether it is chosen or not. If the brand is unknown to the viewers, the location of such banner would influence it being noticed. On the other hand, if the brand is familiar to the viewers, the banner would reconfirm their existing attitudes toward the brand, whether positive or negative. That suggests a banner would have a positive impact only if the person seeing the banner already had a good perception of the brand. In other cases, it could dissuade users from buying from a particular brand in the future. If viewers have neutral opinion about such brands, then a banner could positively affect their choice, due to the "Mere-exposure effect", an attitude developed by people because of their awareness of a brand, which makes them feel less skeptical and less intimidated.