There was an argument somewhere that a lot of traditional advertising works through establishing tacit social norms ("brand X is to be used in social context Y"), which requires the ad to be common knowledge.
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Yes... you may be thinking of a fantastic essay about this by
@KevinSimler. That's "brand advertising" (just get the name of the thing into people's heads), and the upshot of the article and HN discussion seemed to be that digital brand ads were particularly ineffective. - 2 more replies
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@dmarti Curious to hear any of your thoughts on this. -
1/2 Good piece. 2 simplifying assumptions about advertising, though. 1. "For more than a century, advertising was an art, not a science. Hard data didn’t exist." (Did P&G spend decades paying marketing to do nothing?)
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