The most effective advertising involves consumers in two different, but equally critical, ways. First, it needs to involve them in the process of developing the communication. Their feelings, habits, motivations, insecurities, prejudices, and desires all have to be explored to understand both how the product fits into their lives and how they might respond to different advertising messages.
The second way that consumer need to be involved in advertising is in communication itself. In other words, advertising works better when it does not tell people what to think, but rather allows them to make up their own minds about its meaning.
Tomado de: Truth, Lies and Advertising: The Art of Account Planning de John Steel.