Re: "actually using that to produce a strategy that worked"
The main thing advertising has forgotten is that over saturation desensitises.
I wish Sky TV / advertisers would realise this. They run a 'sponsored by' message between each ad break and programme and the current one, for a re-branded travel company, is the most annoying thing on TV to the point that I will never use that company just because i am sick of their advert.