Yet the bulk of advertising dollars goes to demand generation (i.e. Drink Pepsi!) and not fulfillment (i.e. searching for Pepsi on Google & seeing a targeted ad

Yet the bulk of advertising dollars goes to demand generation (i.e. Drink Pepsi!) and not fulfillment (i.e. searching for Pepsi on Google & seeing a targeted ad for Pepsi). Companies pay a lot to get people that don't know about their products to be aware and interested in them. The other side is actually the smaller market.