In the market where inattentive buyers can fail to notice some feasible choices, the key role of marketing is to make buyers aware of products. However, the e¤ective marketing strategy is often subtle since marketing tactics can make buyers cautious. This paper provides a framework to analyze an e¤ective marketing strategy to persuade an inattentive buyer in an adverse selection environment. We investigate how an attention-grabbing marketing can "backfire" and when it can be e¤ective.