To serve the objective of comparative analysis conceptual model was developed for both groups which involved Perception, Awareness and Knowledge relationship with attitude, then relationship of attitude on Behavior towards the brand.

This research study is an effort to explore the difference in the understanding of marketers and non-marketers about their perception, awareness, knowledge, attitude and behavior about the subliminal messages in advertising.

Results help shed light on the topic in question as applied in Lebanon and guide marketers to the advantages and disadvantages of subliminal messages in ads. The outcome is an assessment of the respondents' literacy and attitude towards subliminal messages. This research is exploratory in nature and uses two research techniques, namely a survey research to quantify findings, and a qualitative research to conduct an in-depth literature review that is supported by structured interviews with selected figures from the Lebanese market. A sample of MBA students has been exposed to a selection of examples of such messages the results of these experiments are analyzed, tested, and then analyzed throughout the paper. The purpose of this paper is to shed light on the dilemma of subliminal messages as used in Lebanese marketing advertising. Although researches in this field have not proven that subliminal messages affect human behavior per se, results of the studies that examined the effect of subliminal messages have been contradictory there is no clear evidence as to how this concept works. Many believe in the power of the subconscious and propose that subliminal messages are hidden in ads and are addressed to that hidden part of the brain. However, there has been a continuous debate among marketers about the use of subliminal messages in advertising. Millions of dollars are budgeted to attract new customers and to retain current customers. Marketing advertising is one of the fundamental activities performed by all businesses.

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