In the case study from chapter three, it’s discussed how effective these subway advertisement have been so far for brands. It explained how they found a way to remove the boredom from consumer commute that leaves them interested in the advertisements and leaving the brands happy with the new relationships being made. These train ads can be called non- traditional advertising. They reach multiple people but also are a more developed version of traditional adverting (Advertising Theory). Consumers are reacting to the advertising positively. From our textbook we learn that our senses play a big role in our decision making when interacting with and choosing a brand. Through these subway advertisements we are captured by these brands through our vision. We are ultimately caught by them as we wait for our stop on the train and attracted by with color, pictures and catchy phrases they use. Digital advertisements also catch our attention in the visual channel but also through the sense of touch. With these visual and even touch interactions we recognize the brands and even remember them wither it’s a unique logo or trade dress (Consumer Behavior).