In brand advertising, it's all about exposure. Even one with no money to buy the article (or maybe not enough interest/motivation) can spread the word or endorse the brand to the ones who have money.

According to BJ Fogg of Stanford on Simplicity, one person is always floating in cartesian plane with time/money changing all the time and being a function of age, location, time of day.

One might have time and is not prepared to spend money and vice versa. And this can change during the day. So, if one gets a brand exposure in the morning when they have spare time to re-type two brand words, they might not have time in the afternoon when they're located at brand outlet, so they'll spend money.