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Your goal when you advertise is to get as many people as possible to read and agree with the ad you have written. You need a "grabber" - in a written ad that would be the headline that grabs attention and you need the body, which "sells" the product. In a print advertisement you must use as few words as possible to get your point across. The rule of "keep it simple" is a big rule here. No one is going to read a lot of 6 point type that explains the inner workings of your product.
Marketing a product takes a lot of work. To reach as many people as possible takes time and, depending on the medium you use, a lot of money. Mass mailing has proven to be effective even though the studies show you get only a 2% return.
The main basic principle then is REACH THE PEOPLE and keep it simple.
Sound advice and information but how would it applied to real estate ads and marketing descriptions?