Unfortunately, this leads to crap ads being made and entrepreneurs spending a lot more money than they should on advertising - because they have no way to know which of the brand recognition ads worked.
Yes brand recognition ads are good. But first go for guys that have a need for your product right now. Then aim for the guys who may have a need in the future.
Tips to not waste money on advertising:
1.
It'll require very little advertising on your part if your competitors are not advertising. All industries are not equal.
2.
Impact * Repetition = Long term memory. So make your ads impactful - and you will have to spend less money on repeating the ads. This is tricky - because many ads use gimmicks in order to try and create a stronger impact. But when these gimmick ads are repeated, they put people off. So this has to be done wisely.
Vodafone zoozoo ads managed to do this very well: http://www.youtube.com/watch?v=cGqndA5F3i8 (the sidebar has a lot more ads)
3.
Smart experienced advertisers like Roy H. Williams have observed that a repetition of 3 in 7 nights is optimum for long term memory branding.
This is excellent excellent reading: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID...