Why do companies advertise in regions where they don't have any stores or restaurants available?

I live in upstate New York, and all I see are commercials for CeCe's pizza and pasta buffet, Sonic, and Alltel wireless. None of these chains/services are any closer than at least a couple hundred miles away, and they've been advertising for at least a year or two now. I initially had thought that maybe they were trying to get people hyped up so that they will get business when they do bring their services up here, but as of yet I've seen nothing. So it makes me wonder why would they spend the money to advertise all of the way up here when they're obviously not making any profit off of it?