This quote is over 100 years old, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” To more specifically answer your q

This quote is over 100 years old, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” To more specifically answer your question; I imagine they have some sort of strategy with advertising. A billboard campaign might work. I always see Barracuda ads in airports, but nowhere else. Soap operas are named because soap and consumer products advertised to homemakers during the day. Even when using a broad brush you look for the best use of your money and target your audience.