Many people, otherwise advertising wouldn’t work at all and the industry wouldn’t exist. Even if you hear it via some other source, they may have heard of it via some form of advertising.
Sure, if nobody has ever heard of you then making them aware of you is a necessary step in making them more likely to buy your stuff.
But that doesn’t mean it’s a major benefit of advertising. There are plenty of other ways to discover products, and most advertising is done by established brands to people who already know about them. How much advertising do Apple, Coca-Cola, Toyota, etc. do? How many people are unaware that their products exist?
