For a lot of companies, brand advertising seems to be the only thing that works and targeted advertising almost useless. Eg: Companies like Coca-Cola and Pepsi, which get a significant share of their revenues from people who buy the product once or twice a year, rather than &quot;engaged&quot; users who buy lots.<p>The following is a very interesting read: <a href="http:&#x2F;&#x2F;www.ft.com&#x2F;cms&#x2F;s&#x2F;2&#x2F;cd1722ba-8333-11e5-8e80-1574112844fd.html" rel="nofollow">http:&#x2F;&#x2F;www.ft.com&#x2F;cms&#x2F;s&#x2F;2&#x2F;cd1722ba-8333-11e5-8e80-1574112844...</a>