Both of you are missing the point because you're confusing online advertising with traditional media advertising. PPC advertising is about making a conversion o

Both of you are missing the point because you're confusing online advertising with traditional media advertising. PPC advertising is about making a conversion on the spot, since ROI can be directly measured. Media advertising is about context poisoning for eventual conversion. You already know you need toilet paper. There are only so many brands to choose from. Every month, you have to make a decision about one of them based on whatever factors are important to you at that time. (For me, it's usually cost, ply count, and how likely it is that someone in the house is going to flush a massive wad of it and clog the pipe.) The point of print/radio/television ads are to groom you into associating some positive feeling with a specific choice, whether or not it's new or you know about it. So the next time you're looking at the wall of toilet paper, you recognize the bear, the colors, the jingle, the florid language about its delicate softness upon your tender starfish, and get you to feel something positive enough to get you to gravitate toward it despite its higher price. Joy, lust, anger, and vanity are easy to appeal to. They're not trying to inform you of anything or make you a die-hard fan. They're buttering you up to tilt your next purchasing decision in their favor. That's why advertising never stops; it's an endless loop of a handful of charlatans competing with each other to coerce you into buying their version instead of the other guy's.