It’s not just for purchasers… it’s to build consensus/approval around the concept of the US military-industrial complex.
Car companies do this too. Frequently expensive cars are advertised to people who could never buy them. The ad makes them associate it with luxury. That helps rich people associate it with luxury because luxury is often based on a social consensus.
Maybe all ads are made to sell you things, but the thing being solid is always an idea. Sometimes that idea isn't as simple as "go buy this now"
Veblen goods are status symbols, and something can't confer status if nobody else knows they're supposed to be awed by how expensive it is.
- Feb–Mar 2022 (before full production/marketing stoppage): RosIndex reported that 94.3% knew the Coca-Cola brand.
- 2023 (roughly a year after global brands stopped producing in Russia): 88.6% of consumers knew the Coca-Cola brand.
5.7% drop in recognition in one year translates to billions of losses if scaled to US market. So yes, Coca Cola has to constantly run ads.
I have follow-up questions but they'll be much better if there's a source we can talk around.
Literally the first result of a google search for
"RosIndex" coca cola brand recognition in russia
So I have questions, but can we start with the source?