Why does awareness marketing work?

As I read more about marketing, I've begun to question why awareness marketing works. Why does merely knowing about a product or service increase the chances a person will buy it? Is it not more likely the person will buy or not buy based on what others have said about the product and any previous experiences the person has had with the product or service? Since marketing cannot control what the person experiences with the product or service, why do awareness messages work?



For example, Nike commercials simply say "we exist" and "Nike is the choice for athletic people." But if you as a customer don't agree with that message (perhaps you've tried their shoes and you didn't get stronger legs from the specially designed walking shoe), how is simply saying "Nike exists as the choice for athletic people" going to sway you to think positively of their company?



Thanks for any thoughts.

via Small-Business-Forum.net http://www.small-business-forum.net/copywriting/9550-why-does-awareness-marketing-work.html