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Creating brand loyalty is not classified as one of the five basic functions of advertising. The fundamental roles of advertising typically include reminding consumers of products or services, assisting other company efforts (such as sales promotions or public relations), and adding value to products through effective communication of their features and benefits.

While creating brand loyalty is certainly an important goal of marketing and can be a long-term outcome of effective advertising, it is more of an end result of successful marketing strategies rather than a primary function of advertising itself. The main focus of advertising is generally on informing, persuading, reminding, and reinforcing a brand's presence in the marketplace, rather than specifically on fostering consumer loyalty. Therefore, identifying creating brand loyalty as not being one of the basic functions accurately reflects the roles that advertising is designed to fulfill.