When your brand awareness is lifted, people start talking about your products and your company. That is good. Well, it is good if your products and service are up to par.
If your advertising gets people talking about your company and products, it is like planting seeds and watching them grow. Again, your products and service needs to be top quality in order to make this kind of awareness worthwhile.
So people see your ad, then they hear from others about your products, or your customers tell others about their satisfaction with your company, now that is effective. By providing great products and great service and letting the masses know about it, you will be creating spokespeople and endorsers that you don't even know about.
You can call this advertising plus because your investment in advertising will now work beyond the reach of the ads by word of mouth. It starts with great products and service, followed by the right advertising in the right places, and turns into increased sales and market share.
Advertising plus! If you are not taking advantage of it, start now, no matter what the market conditions may be.