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I would argue that larger brands have to have more ads to sway opinion because people are already familiar with their products. Coca-cola is one of the bigger advertisers, but everyone already knows what Coke tastes like and if they like it. Seeing dozens of Coke ads won't change someone's opinion much, compared with seeing a single ad for a new drink can take them from 100% unawareness of the product to knowing it exists.

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Ads are not chiefly about awareness. They are about producing want, manufacturing desire. The idea that ads are about “hey we have a product, just thought we’d let you know my good sir” hasn’t been true for over a century.

You don’t advertise until you are confident that 90% of your potential market segment knows about you. You advertise continuously as long as the desire-making makes a profit according to whatever projections the marketing department makes.

You say that that Coca-cola is one of the biggest advertisers. At the same time everyone knows about them. Are they simply pouring money down the drain?

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