Brand advertising creates awareness, favorability and consideration at the top of the funnel, while search slightly overlaps with consideration and intent to purchase.

FORBES: What is Holding Back Digital Advertising Adspend in China?

Roku will use the new capital to build further brand awareness through advertising, develop new international markets, and increase engineering and production to support sales growth of both hardware and digital media services on the platform including advertising, games, transactional and pay-per-view video as well as content packages.

ENGADGET: Roku picks up financing from BSkyB, News Corp and more, keeps eye on the premium streaming crown

DirecTV is spending significantly on marketing and advertising to create brand awareness among Latin American consumers.

FORBES: DirecTV Rides To $44 Through Latin America

The purpose of advertising is to build brand recall and awareness.

FORBES: Why Subtlety In Marketing Is Overrated

The greater the brand awareness, the less brand message frequency (and therefore advertising investment) is needed.

FORBES: Why Subtlety In Marketing Is Overrated

Instead, the agency bonus should be based on a key measurable attribute of the brand, such as awareness or attitude shift that can be chalked up directly to the advertising.

FORBES: Rethinking The Right Way To Compensate Agencies And Motivate Talented People

Yet fears persist, leading Prime Minister David Cameron to propose an education programme to promote awareness of advertising techniques as well as banning the use of under-16s as "brand ambassadors" in peer-to-peer marketing campaigns.

BBC: Is Mr Potato Head to blame for 'pester power' ads?