For advertising to be “effective,” it must be:

• Memorable
• Resonate with consumers by ringing true and delivering a personally meaningful message, even if the brand has a huge target audience like Nike’s
• Communicate how the product or service fits into consumers’ lives or work to make them better, more productive, happier, more fulfilled
• Stand for values above and beyond the product or service itself
• Be inextricably linked to the brand, so the ad won’t be attributed to a competitor