Newspapers and magazines need to support their news and information, while television and radio need to support their entertainment. Many people read, listen, or watch us for our news, information, or entertainment. I'm sure that some of these people might be interested in your product or service. Let's throw your name out in the middle of our content so while enjoying our news, information, or entertainment, they may stumble across it. Feeling that advertising produces intangible results.
Advertising is a gamble, a game of odds.
To get better odds, put your name everywhere. If you throw enough darts, something is bound to stick. This increases the feeling of intangibility because you can't tell what worked. While traditional advertising hopes to work by intrusively inserting messages where people will be enjoying something else, we thought there has to be a better way. They also want information to make better buying decisions.