How long will we continue to pay for slick marketing?

How much do we really pay for marketing in the products we buy? Last night, I went to the grocery store up the street. This is not my usual store but I happened to be there with a friend and picked up a gallon of milk. This gallon of milk was $.75 cheaper than my regular store just one block away. The milk is the same, store-brand milk, nothing special about either gallon. Is that $.75 really paying for the much slicker ads I receive from my regular store? As family budgets get tighter, how will our buying decisions be changed and will we move away from those brands where we are clearly paying for slick marketing? Will Super Bowl ads be a deterrent to the average American? What does your marketing say about you?