Informational advertising (Rational advertising)

Certain approach that utilizes rational strategies in convincing consumers to buy a product or choose a brand. Informational ads usually call consumer cognitions, needs, and routines. Very often marketers even combine Informational with Transformational  advertising, thus calling rational and emotional reaction at the same time, for example a warm feeling of a cup of coffee (irrationality, emotion) as a day-starter (every day, routine).