Companies such as Iams and Purina are owned by large parent companies (Proctor & Gamble and Nestle) who have huge advertising budgets. Their bottom line is $$.
Smaller companies TO, Solid Gold, and the like spend their money on R&D and what goes into the food. They don't have big budgets for advertising, let alone national ad campaigns. These companies rely on 'word of mouth' advertising - the kind that happens here. It's more important to them to produce a quality food than to sell a lot of it, and because of that, expect that sales will build over time.
People who really want to feed their pet good healthy food will always find it. People who believe what they see on tv commercials will buy other food.
It goes a lot further than educating the viewing public. Sadly, the relationship between the media and consumerism is a lot more complicated than that.
So basically, there is no one willing to pay for your commercial with grandma talking about the first however many ingredients. Sad but true.
