I do not know why you would say that GM does not grasp this, can you explain? GM does lots of impression-based ads all over the Internet which is all about name recognition so they seem to understand what that is about. Do you know something more about why they are saying Facebook is ineffective that I have not read in the media? If any companies in the world should know how to evaluate advertising effectiveness I would expect it to be the auto manufacturers (and car insurance companies who also advertise their faces off).