I agree with most of thing, but I also think it needs a little flavour as to "informational" vs "aspirational". I agree with both of those, but would also clas

I agree with most of thing, but I also think it needs a little flavour as to "informational" vs "aspirational". I agree with both of those, but would also classify the examples you gave below as the difference between "mass advertising" and "intent based advertising". TV ads vs AdWords essentially. One is to capture interest and change behaviours, the other is to sell to an audience who's already in the market for your product.