I'm now mildly interested about how ads work
Do let us know if you find out. I've always thought the theory of subliminal positive associations was kind of shaky, but I didn't have a better way to explain the amounts of money spent on promotion.
FYI-style ads make sense, and the article gets some support from the kinds of ads I see in my junk mail (a vector that does not let me know how many other people got the same message). They are mostly in the "this service exists" style, sometimes simply a restaurant takeout menu, often with unexciting, practical information like a map to the location and operating hours.