Ernest Lupinacci, an advertising and branding executive, tries to explain to clients that ubiquitous ad campaigns aren’t necessarily the goal. “In the world of advertising, clients put a huge premium on ‘awareness,’” he says. “I point out that ‘awareness’ and ‘affinity’ are not the same thing . . . after all, everyone I knew was aware of West Nile virus, but no one I knew had an affinity for it.”