Here is a simple example.  I am in New Zealand on holiday.  I am watching a little TV mostly to see the advertising here.  And of course many of the brands are new to me.

Last night I saw an ad for SKOF, a chiplike snack food that made a big deal of its differentiation, “7 times more flavor.”   I kind of noted the ad and its in your face claim and tone and realized how different it was from several other ads for brands also new to me that were subtle and entertaining.  I promptly went back to watching the movie.

This morning I had absolutely no awareness of that ad, and headed off with a guide for a 12 hour trip down the coast in search of penguins.  On the way home from the futile trip, we stopped to get a soda.  Standing in line to pay, I saw a small display of SKOF.  I immediately remembered that it had 7 times as much flavor, thought I should try it, and picked up a bag.  This is what I call the “considered” mode of trial, which is how most brands develop their trial base.  Had I not seen the ad, I would not have noticed the product in the store.  Had I not noticed the product in the store before I totally forgot the advertising, I would not have picked up the brand on impulse.  But while I still remembered the brand, I did have a retail encounter, and suffered the “moment of ah-ha, I meant to try that.”

This is the “considered” mode, one of the ways that advertising works, a two step process, neither one of which would work without the other.  Advertising to open the mental loop, and a retail encounter while the mental loop is still open.