Consumers’ possible reaction for a new brand’s advertisement may possibly be one of the basic determinants of that brand’s success, since these advertisements are the first communicational exchange. This exchange may have some positive or negative impacts on shaping consumers’ reactions towards that brand and that brand’s advertisements. In this study, the potential impacts of new product’s advertisement value on consumers’ attitude towards advertisement and attitude towards brand, avoidance behavior from both advertisement and brand were tested by a holistic research model which would fulfill the missing relation between advertisement value and consumer responses. Some probable relational effects were suggested by the tested model and hypotheses.