The Great Idea in advertising is far more than the sum of the recognition scores, the ratings and all the other superficial indicators of its success; it is in the realm of myth, to which measurements cannot apply.

This quote suggests that creating a successful advertising campaign is more than just looking at the numbers or statistics. It is about creating a story or a myth about the product or brand that resonates with people and makes them want to buy it. Numbers or ratings cannot accurately measure this important intangible element. So, although an advertisement may have high ratings, that doesn’t mean that it is a great success. Successful advertising requires creative, emotional content to capture people’s attention and leave an impression on them.