Your post suggests you're operating under the assumption that advertising itself is a valid activity. The example about a new small business seems totally legit.
But in reality most advertising money is spent by companies like Coca Cola, that we all already know. And they know that too, which means they know for a fact that continuing to spend money on advertising pays off.
This can only be true if advertising isn't about awareness of your brand, but about directly influencing buying decision. In other words, it's brainwashing.
A small business should get known through word of mouth, through endorsements in pillow-related media and communities (in this example). If their product is a good one and they get the right people talking about it, no advertising is needed to succeed as a business. Only line-must-go-up companies that are not content with what they can achieve with an honest way of doing business need advertising to sell even more crap.
IMHO it is entirely valid to reject all forms of advertising, and most of it should be outlawed. As a species we're wasting a colossal amount of effort and energy on something that shouldn't even be a thing.