I can't see the whole article, but if they don't mention advertising for brand recognition then they are missing half the puzzle (i.e. indirect effectiveness,

I can't see the whole article, but if they don't mention advertising for brand recognition then they are missing half the puzzle (i.e. indirect effectiveness, which is almost impossible to measure). Coca Cola doesn't shower 16-25 year males with ads because they think they'll walk out the door and go buy a can of Coke. They do it because when they have discretionary income (age 22+), they recognize the brand. This is impossible to measure precisely.