At a time of their choosing they can subject themselves to marketing material (yellow pages) or simple word-of-mouth amplified by the Internet. Treating "knowledge of your product/service" as a market commodity is bizarre and has overall negative effects on competition (more money buys more awareness equals more sales).
I used to buy a magazine called "Computer Shopper", which I heard about via word of mouth.
Even now I will go out of my way to watch adverts for things like films I might be interested in.
Need to be careful with word of mouth though, many adverts are spread by word of mouth, especially on the internet where people are paid to say "hey this new $product is great". Those are worse that clearly marked ads.
If ads are the only way people are able to learn about products, then there is clearly a massive failure of imagination, as well as innovation. People know what they need, and have always known. The concept of exploiting human psychology in order to sell more of a product to people who likely don't need it is a relatively recent development in human history. Plus you can just search for stuff you need in a search engine...
> People know what they need, and have always known
No we don't. I need a better mouse trap, but I already have mouse traps that work, so if you make a better one you need me to find out about it otherwise I'll just buy the same old not so good ones out of habit thinking they work as good as any other one. There are also problems that I don't even know I have. There are a lot of houses with terrible insulation that the owners really need some advertisement to get them to upgrade - it will pay off in just a few years.
These ads do not need to interrupt people's lives to make their cases. If that mouse trap is so good then people who are in the market will discover it by active searching, then spread their discovery. If the new insulation will save people money then that's newsworthy information and will be reported on in information outlets that people subscribe to. The idea that businesses paying to push awareness is the only way people might discover previously unknown products and services is absurd.
If you think the mouse traps work you probably do not need other. Anyway, marketing is not good way to find about flaws of current ways. Because that is not it's focus.
