I don't think ads work in the way you're supposed to think they work.
They aren't a "buy this now" way of selling but more a "here is brand x and were going to throw it at you long enough and as many times as we can till next time you buy product y you buy brand x"
Which is probably why it's not measurable as to how effective they are.
I know every time I think of buying instant mash I think of "smash". Never buy the crap though.