Brand recognition and memory triggers is what big brand ads are about.

Cleanex, Hoover, Coke, most cologne/perfume ads, Old Spice…

Late reply, but-- the above makes much sense to me when it comes to inexperienced / first-time buyers of a product. And/or buyers who simply get in to a rut and keep buying that product without trying anything else out.

But for everyone else, I would think they sample enough tissues, sodas, perfumes, etc to gain an understanding of the ins & outs of a product, settling on choices which best represent their favorites / desired price point. For bigger-cost stuff like vacuum cleaners, I’m thinking people in this group also learn to use review resources to evaluate best choices rather than buy a Hoover just because some ads ran.

So what does this all mean? Aside from overlap between these two groups, that there’s enough revenue being produced by the former childlike group such that ad systems can afford to almost completely ignore the latter, more adult group…?