Leading Horses to Water - the Role of Advertising

Clara Jacob asks at the Post Haste blog why advertising alone can't change behavior:

Or, as Wiebe asked about 50 years ago, "why can't you sell brotherhood like you sell soap?" Yes, we can use the same tools, but people do not change their complex health and social behaviors as easily as buying a $3 carton of milk. Advertising is only one piece of what needs to be considered in a social marketing program, and if the other necessary components are not there to back up the advertising, the campaign will not be successful.

Quoting myself from the comments:

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