Answer: everything if intelligently used. There are many types of publicity and thus many vectors, that go from a spam publicity to subliminal publicity. If the purpose is to make yourself known very quickly everywhere, you’ll certainly need a peek hour program repeating an ad repeating your name 100 times for a certain while. (It’s very expensive.) There are people who are paid to wear something, that will make a certain brand be known, if the person paid is well chosen. There are ads put around interesting events (culture, sports, etc.) that may attract people in indirect way: the interest for the event does ‘fall’ on the product. The best vectors of publicity in my understanding are though two others: one, the accuracy in situation of the product, in itself (quality) and as appropriate for a certain market, two, the natural and spontanous liking of something coming from the people, who, perhaps not having the means of acquisition, do though back or support the product in a more specific market.
The use of subliminal publicity (de facto forbidden) consisting in creating superposition of images hiding away usually others of sexual contents, is, I’d say, a fail strategy. To say: if you take an expensive perfume and use that kind of publicity, you’ll create a short cut more than anything else. An expensive perfume is supposed to link to an aura or recreate some sophisticated erotical tension, which are, as such, contradictory with the brute allusion to matters of flesh, although … it may follow.