"Need a plumber in $TOWN? Call $TOWN Plumbers at 555-1212."
Others simply advocate for a cause:
"Vote Yes on $TOWN Proposition #4!"
Ads like those above do add cognitive burden, but they can provide utility to a community and are demonstrably neither fraud nor lies.
Nevertheless, I believe that giving the awareness part a free pass, can be a slippery slope. I didn't want to think about plumbing or the Proposition 4 or plastic surgery. So unless I search for either of those two I feel it's an intrusion to force those thoughts on me.
"Creating awareness" would be handing out unsolicited facts with a neutral point of view. Most ads are more in the nature of unsolicited and manipulative advice from someone who does not have your best interest in mind.