Advertising creates awareness and opportunity. Nothing more!
It’s what you do with the advertising that will make the difference. It set’s the stage for your first contact. The ad may prompt comments because of its message, humor, or controversy. Whatever it does, tap into it and use it as an icebreaker. Tailor your opening comments of the sales process to incorporate the message in the advertising. It's what you do with advertising that will make the sale.
Penicillin was indeed the product of accidental discovery, but the discovery was made, and the knowledge developed because certain scientists had definite goals in mind. "Chance," Pasteur wrote, "favors only the prepared mind." The mind must be prepared not only by scientific training and technological know-how but also by the awareness of social needs.