“The thinking in advertising now...”
I am not sure if *thinking* is an accurate word here. “Rationalizing” or “experimenting” might be a step toward clarity of vocabulary. ;-)
Actually, in PR, many of the most successful are those who can adequately pitch the notion of the overall value of the product. They can do this best IF the product is truly valuable. ;-))
PR is different from advertising.
In advertising, pitching the value of a product doesn’t get through the noise of all the other ads.