so what makes advertising effective... Really?

Is it the creative execution? The strategies? The media impact plan? The 'surprise' element? The 'entertainment value'? The brand itself? The recommendations of others?

Or the response of the audience?

(I know this is a weird question... But really. What makes advertising effective?)

Comments

[LT]

I see audience response as a measure of effectiveness, not a cause of it. For advertising to be effective, the stars have to be aligned, don't they - creative execution, strategy, media and brand.

[Philip Tiongson]

I guess I was trying to be rhetorical.


But even if the stars are aligned - creative execution, strategy, media, brand, product, consumer need, timing, scheduling, impressions - why does it work?


It's not even so much a question on which one works best or contributes best - but why is it that when stars are aligned, advertising works?


I guess I am just thinking too much. :)