For a long time, marketers have been trying to capture what makes good advertising. Unfortunately, it is tough to capture.
The simplest explanation is that good advertising cuts through the noise and makes our brand stand out from the competition.
This doesn’t mean that advertising persuades you to buy a product, necessarily—in fact, very few people look at an ad and then buy.
Instead, advertising should reinforce what the brand is/does and where you can buy it. In other words, it builds mental availability by creating a connection between the category and the brand that is being advertised.
Unfortunately, this makes advertising very complicated to teach, which is why good advertising is so scarce.
In addition to being memorable, advertising must be consistent.