The document discusses the many roles that advertising can play. It explains that advertising can build brands in the long-term like a capital investment. It then lists several specific roles advertising can play such as creating awareness, changing perceptions, reinforcing attitudes, and encouraging trial of products. Finally, it discusses roles like providing reassurance to consumers, linking brands to social identities, fulfilling consumers' wishes, treating consumers with respect, pioneering new styles, and focusing on stylistic elements to engage audiences.