One of the flaws of many advertising strategies is that it assumes the main flaw of the market is imperfect information. However that requires a rational consumer. And Consumers are not rational. Selling ideas is as important as the good itself.
Take most car advertising for example. A significant portion of the ads are from dealers advertising sales. Those are classic attempts to correct for imperfect information on the part of the consumer. But the other portion of the ads are all about how you should feel in a given car.
When you see an add for a luxury sedan combined with platitudes about performance, speed, and engineering or a truck and cliches about America, the goal isn't to sell you on the merits of the vehicle, but to sell you on a concept of a brand. The ideal targets for these ads aren't actually consumers currently in the market for a new car, but the people who just bought a new car. The people for whom the shine is starting to come off the rose. If you sell someone the idea that yes their purchase makes them special, then they are more likely to be happy with their decision, more likely to repeat that decision later, more likely to be a unwitting brand ambassador.