A large part of the reason BP spends heavily on advertising, beside the fact they can, is because, courtesy of the Clinton Administration, we have direct to consumer marketing that is not allowed in the EU (as I mentioned in a previous post). It is why smaller companies struggle to compete with marketing/advertising.
This was most obvious in one of the most insidious examples in pharma history. Purdue Pharma's marketing included supporting various doctors to push their opioids as not addictive...that is right...NOT addictive as opposed to those of others. Why? Because Purdue claimed they had an abuse deterrent mechanism that prevented dose dumping. As if an opioid was not addictive. Yet, if the FDA was paying attention, the data showed Purdue's deterrent was not as long lasting as claimed. Purdue filed Chp 7 and continues to pay fines and settlements, as do their owners (it is private). Yet, Sackett family still pocketed billions. The FDA? They drank the kool-aid.