People who stay in the news everyday, ads that repeat over and over again on TV, radio etc. can annoy. Although budgetary constraints restrict excess advertising, had there been little constraint brand managers would have gone bonkers while launching a new product. Although it has been accepted in consumer behavior that advertising helps in building brand equity and promotional schemes dilute it, excess of advertising can also dilute the brand through annoyance. To see this annoying effect yourself, check out this ad of head on.