The payback on "image advertising" such as Boeing's is notoriously difficult to measure. LockMart doesn't do national advertising, but they do a lot of sponsorships and other types of ads focused in the DC area for the politicians.
I think Boeing as much as anything is trying to keep school kids, engineers, and scientists interested in aerospace through the "glamor" of the technological challenges. (For those who haven't seen it, the ads' tagline is "Ever new frontiers" and they contain a sequence of images of everything Boeing gets into from the deep sea to outer space.) A lack of engineeringtalent is a major problem at the moment for the US Aerospace industry in general. There are multiple causes for this -- far fewer A&D programs, a retirement wave, attraction of other high-tech industries, in the late 90s, the gerater rewards in the Internet boom etc etc. I'm not sure the image advertising helps much, but it probably helps a little.
Try CNN HN if you haven't seen the ads yet. Seems to be on high rotation on that type of channel. The images and music are pretty cool.