Advertising which offends the viewer, or is in poor taste, is almost always ineffective. The only exception to this rule is the commercial which presents a lot of relevant news , where the message is so important that how it is said doesn't matter much. If viewers like a commercial, its chances of being effective are improved. Several research techniques are available to identify and resolve strategy issues, before creative development begins. Homework and hard work are more likely to yield effective advertising than creative brilliance and flashes of creative genius.
Great advertising evolves from trial and error, tinkering and tweaking.
Pretesting each commercial is a laboratory experiment, an opportunity to learn how to make the next commercial even better. Test your advertising. Show it to members of your target audience and see how they react. Show the new commercial and a couple of old ones, and ask some consumers which one would most influence their interest in buying the brand. The method is surprisingly accurate, but often leads to a bloody divorce.