How to Judge Advertising Campaigns

I'm reading the book "Hey Whipple, Squeeze This" by Luke Sullivan, and I'm sure many of you read and or own this book of great advice for those of us in the business of ads. I take this quote from page 4, of the chapter "Salesman don't have to wear Plaid" This is a quote by Norman Berry, who was a CD at Ogilvy & Mather:

"I'm appalled by those who [judge] advertising exclusively on the basis of sales. That isn't enough. Of course, advertising must sell. By any definition it is lousy advertising if it doesn't. But if sales are achieved with work which is in bad taste or is intellectual garbage, it shouldn't be applauded no matter how much it sells. Offensive, dull, abrasive, stupid advertising is bad for the entire industry and bad for business as a whole. It is why the public perception of advertising is going down in this country (Sullivan,4)."