The average person is surrounded by 3,000 commercial messages a day. We are bombarded with advertising messages in print, on radio and TV, through the mail and over the Internet. Think about that. You can see how costly bad planning is. This is usually the job of the headline or picture in a print ad.
Radio relies on music, sound effects, key words, or a catchy opening.
Television nearly always relies on visuals, its strong suit. Often these drives are unrelated to the product. The desire for sexual stimulation is a familiar example. While beautiful women or handsome men have nothing to do with the value of a car or a hamburger, their presence stimulates a pleasure site in the brain. To continue feeling this pleasure, viewers will look at the ad.