Definitely, this is exactly my understanding based on what I've read on the subject. Pepsi markets way more than Coke. It's adverts are usually funnier and all

Definitely, this is exactly my understanding based on what I've read on the subject. Pepsi markets way more than Coke. It's adverts are usually funnier and all around 'better'. However, that only works on a raw customer who's never built an association. I like coke, I think Pepsi is too sweet. If Pepsi is half off and come isn't, sure I'll grab a case of pepsi because it's now an unequal choice. This is the same for everything. Marketing is only brand awareness. It does not sell a single thing. I will not see an advert for ladies tights and go "oh, as a man I really need a pair of nude tights!" You can market it all you want, run it for every second of every advert break of every day, put a billboard outside every window of my house, play audio on police speakers. I'm not gonna buy a fucking pair of tights. However, the day I'm at the store and my wife sends me a text and says "I need a pair of tights for tonight" I'm probably gonna remember the company who raided my house in swat gear and strapped me into a chair and Clockwork Oranged me. On a perfectly level playing field, marketing is an advantage by making the field unlevel. However, between massive conglomerates where everyone on earth knows the competing sides and everyone has tried both, marketing is just maintaining the field. Whomever stops marketing risks being mistaken as no longer around. It's no different than me picking between two friends of mine who both do roofing. If I haven't seen Bob in six months, I'm assuming he's dead and I just hand it to Joe I saw on Tuesday. Advertising is just a large scale way of saying "hey, I'm still here! I'm just waiting on when you're ready." The notion advertising sells anything is absurd. The notion that not advertising costs you sales is very real.