There are 20 equally good product brands for 99% of things you buy and use everyday. But you have a clear favorite amongst those 20 that you have already chosen to buy and use consistently. And you don't change your preference unless you are repeatedly reminded of those alternatives. This is advertising 101. Then there are products that you don't yet use because you don't yet think you need or want them. And you don't feel you need/want them until you are repeatedly and subtly/overtly "sold" this product.
- There are things you buy infrequently or on a whim where the options are equally good, and the advertisers just want their product to be the last of the competitions' logos to be associated with a positive feeling. For example, I rarely drink soda, but when I do I'm choosing between Coke and Pepsi with no real brand connection (other than both companies feeding feelings into my brain on occasion). How can I know whether the advertising is some part of what influences me to pick one?
- Products whose function is partially social signalling, where the advertising can serve to establish the signal/brand connection. I care virtually not at all about pickup trucks, but I have a mental connection between Ford and Denis Leary's voice talking about "toughness". Ford pays for all that because you're much more likely to buy an oversized truck for your grocery runs if your community's overriding association with the F150 is "tough" than "small hands".
Please don't take it personally. I obviously don't know _you_ and the "you" in my sentences isn't referring to you specifically. With that "you", I was referring to the typical user in general.
Fair enough. I intentionally cultivate a preference for novelty which is at odds with that description. Between that and the presumption a lot of the hype around advertising has, I can get defensive around the subject.
