[jfoster]

For some of them (say, Best Buy) it definitely would be, but others (say, Bob's Local TV Shop) don't seem to advertise on the scale that would give them any chance of gaining mindshare. I acknowledge that the advertisers are trying to gain mindshare are at a significant advantage when advertising, since they can afford to bid up to the lifetime value of the customer rather than bidding up to the margin of a one-off sale.