Ads are not chiefly about awareness. They are about producing want, manufacturing desire. The idea that ads are about “hey we have a product, just thought we’d let you know my good sir” hasn’t been true for over a century.

You don’t advertise until you are confident that 90% of your potential market segment knows about you. You advertise continuously as long as the desire-making makes a profit according to whatever projections the marketing department makes.

You say that that Coca-cola is one of the biggest advertisers. At the same time everyone knows about them. Are they simply pouring money down the drain?