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A boutique selling fine lines of clothing, for example, might study the branding ads run by their manufacturers in national fashion magazines. Typically these ads are simple, often consisting of a model wearing the clothing and the logo of the manufacturer at the bottom of the ad.

The boutique might assume that since a professional ad agency designed the manufacturer's ad, and the product is identical to what the boutique sells, then the ads should be similar as well.

In reality, a manufacturer's ad may successfully encourage readers to want to buy the product, but a similarly designed ad run by the boutique might not be enough to encorage readers to shop at that particular store.

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