Rule 1 of advertisement. If your customer can't understand the message while flicking through a magazine, skimming through webpages or driving past a sign nobody will buy your stuff. Most buy desicions are even made unconciously. I see a lot of artsy advertisement and packaging from people fresh out of school amd that stuff simply wouldn't fly in the real world.

That's a narrow definition of effective advertising. Consider https://www.google.com/search?q=equation+billboard+ad&tbm=is...