Madison ave ad exec here. They're talking about a specific kind of advertising, what we would call "brand awareness" advertising. The objective is, as they say, not to get you to do anything, but rather to shift your perception (implicitly or explicitly) about a product or brand. Alone, it doesn't do much of anything. Matched with direct-response, promotions, events, point-of-sale, etc ... it can be powerful. But this is a tool for mass market consumer packaged goods and the like, not your niche startup.

Since they have the picture of the Old Spice guy in the header, that's a perfect example to use. Those ridiculous commercials were not meant to send you running out to buy deodorant. Amongst other problems with that, deodorant is what we call a "low consideration" market - as in, you just don't really think about it. You came up with your go-to brand, then you just stuck with it because of inertia. You can't convince someone of the functional benefits of one brand versus another because they're all exactly the same thing.

Those Old Spice spots are meant to have a multi-year effect on your perception of the brand. How many of you remember that Old Spice used to be thought of as an old man sailor deodorant? They wanted to move away from that perception, and in a decade, no one will remember anything except how funky and hip they are.

I wrote about this campaign when it broke in July of 2010 here: http://www.joshklein.net/is-old-spices-viral-campaign-a-fail...

As an interesting anecdote, Tide has 70% of the detergent market despite literally being exactly the same box of chemicals as any other detergent. Except their box is a different color, and they advertised for 50 years so that your mother would tell you which brand to use when you went to college.

EDIT: It's worth mentioning that this kind of advertising is getting harder because of something you need to achieve called "share of voice". There used to be 4 TV stations that the whole country watched, so you could spend enough money to blast your message into the head of every American. This is obviously not how the world works anymore - you simply can't reach everyone, and even if you could, there's almost always a better way to segment your audience and only speak to the people who care. That's why I work in digital advertising, and think the TV/Print people don't have great long term prospects for their industry.