Some would say a “great” ad is one that increases sales. Others would say it’s one that’s out of the box, and creative. Still more might say that a “great” ad is one that tells everything about your company or product/service. All of them are true to a certain degree.
However, I would say that a “great” ad is one that isn’t an “ad” at all. It’s something that transcends advertising and marketing. A “great” ad is one where the consumer doesn’t feel sold to, but feels inspired to support the company. Apple does it. TOMS Shoes does it. Tiffany’s does it. Maybe their customers remember seeing a particular ad from them or maybe they just have a sense that they stand for something that they can relate to. For whatever the reason, what these strong brands do is so much more than simply advertising.