You see, the ad did nothing to sell hamburgers for Mac. If an ad is funny and creative but does not make sales, it's bad advertising. Ads are not the only aspect of marketing where profit is forgotten. Some marketing can speed up traffic, but result in no profits. Some marketing can create more sales at the expense of profits.
Some marketing can speed up turnover as the expense of profits.
When you get the idea into your head that marketing MUST equal profits, you are starting off right. The key is to look closely at your total cost for sales and your profit on each sale. Luckily for you, Gentle Reader, I am going to give you my seven best tips for making sure your marketing means profits, and nothing else. Unless you're a giant like Microsoft, Best Buy or Ford, you can't afford institutional ads. That's the kind of advertising that produces expensive white elephants like the McDonald's boondoggle I described above.