Advertising isn't a zero sum game because not all ad dollars are spent equally. Two companies can spend $5M each and get different results. One main variable is

Advertising isn't a zero sum game because not all ad dollars are spent equally. Two companies can spend $5M each and get different results. One main variable is, to what degree do their ads exploit and abuse human neurology? Advertising is a hostile action. It's parasitic. Almost all forms of advertising ought to be illegal in a reasonable society.