Advertising must also be credible, unique, and memorable in order to work. And finally, enough money must be spent to provide a media schedule for ad frequency, the most important element for ad memorability.
People have trouble remembering someone's name, let alone a complicated ad message.
For print ads, the simpler the headline, the better. Stick with a likable style. Ads have personality and style. Find a likable style and personality and stay with it for at least a year, to avoid confusing buyers. Identifying and denigrating the competition should also be avoided.