When advertising, what you say is as important as how you say it.
Advertising is a way of influencing or informing your customers of something that you have or a service that you offer. Your goal is too influence your customers decision making process at the point of sale, or to intice them into picking one good or service over another. Your own end point is to promote your own goods and services over someone elses goods and services.
Branding, on the other hand is the process of entering your customers mindset so that they automatically associate you with a product or service without actually advertising a good or service or without actually presenting a particular comparison point, such as a price.
Car manufacturers use branding. Recall a vehicle ad that you have seen on television. Rarely is a price displayed as the cost of a vehicle is usually a negotiated process (Drive-Away prices are the exception, as this is the process used by dealerships to remove the negotiation process out of the equation).
Lets look at Jeep. A familiar Jeep tag line is "They bought a Jeep". This tag line is bundled with visions of freedom, escaping, envy, etc. These are all emotive outcomes. Jeep is branding themselves as a vehicle manufacturer that can introduce all these desirable attributes into your life. We all know that we will rarely travel over unsealed roads across rolling hills, but we want to. In actual fact, the Jeep will be used to travel to work and back, or it will be used for the weekly shopping - mundane things that will consitute 90%+ of the vehicle use. Any vehicle will achieve these outcomes. But by branding the Jeep as a escape from the mundane, the emotions kick in and we may be drawn into this purchase instead of a Hyundai Excel.
Tyre manufacturers do the same. All will use the guilt emotion: Do you want to keep your family safe? Cooper tyres also add a different aspect - in addition to being safe, they promote themselves as a tyre that will last 80000km's - here they are targeting your sense of value for money. But no manufactuere will advertise a price - they leave that for the tyre retailer, and at that point, you are aleardy in the store.
Coca Cola never advertise a price. Their marketing is about youthfullness, fun, excitement; all emotional attributes designed to trigger a desire in us. Coca Cola are so good at it now that they only need to display their distinctive red with white ribbon and we automatically make the emotional connection.
Now I am not suggesting that small retailers have the same budgets as the big players, however, you can achieve similar results, albiet at a smaller scale, with targeted instore advertising. All you need to do is decide if you are branding yourself or advertising a particular product.