The Science of Communicating & Marketing Your Business

...and that's exactly my point.
Not just mine, though. Read through Brad's column and pay attention to the comments of Doug Schumacher (President & Creative Director, Basement, Inc.), Stephen Voltz (Eepybird), Mark Silva (Principal & Founder, Real Branding), Sarah Fay (President, Isobar U.S.), Andy Jedynak (CMO, WeatherBug, Co-Chair, IAB Mobile Committee), Tony Quin (CEO, IQ Interactive) and Sean X. Cummings (Director of Marketing, Ask.com).

These people know far more about advertising and marketing than I ever will, so they might not agree with my distilling their various comments into something we're learning regarding how brands get into memory. An outcome of our research can be summed up in SuperBowl terms as "A SuperBowl ad for a new product will fail because the "splash" of the ad will overshadow the memorization of product." This means only established brands should use superbowl ads, something these knowledgeable people did say in various ways. Also, it's becoming apparent from our research that the best way to use TV commercials with the 19-34 year old audience is to drive eyes to the web, much as they do in news and sports.

In my day it was "Film at 11". Now it's "You can find the link on our website..." and it's the same thing in many ways.

Oh...wait...that's a "Nothing New Under the Sun" topic.