Generally, effective advertising establishes mental presence by targeting the entire category over a long period of time with an outsized spend in highly attended media with creative, narrative, emotional, and platform-specific messaging that establishes a differentiated brand, supported by some rational activation messaging.
"Brands that do invest in advertising at launch are rewarded with faster growth and bigger market-share gains, and so increase their chances of gaining a dominant position" — Effectiveness in Context
Per the “Perception/Experience/Memory” model, advertising impacts brand perceptions through three primary pathways:
[[Perception Experience Memory model.png]]
"People in our industry love macho words like 'driving', 'forcing', and 'active'. They make us feel in control. But they don't reflect reality. Looking at how real people think, feel, and act, we find marketing is usually a weak influence, nudging us just slightly towards one brand or another" — How Not to Plan