Music/sound is the most important in advertising. Connex and then Orange in Romania have taught us how music/sound can make an ad.
listen to this one
and now watch this one [can't find an embeddable version]
which one makes your hairs stand up?
[right answer, no. 2 :)]
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.