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