A good analogy comes from chemistry: an atom must have the right configuration of electrons in order to bond with another atom. In marketing we are trying to forge a bond between a product and an audience. The correct way to do this is study the target audience's “electron structure,” custom configure a message with just the right number of electrons, and deliver it over the right channel. Then the message and the audience connect, catalyzing a measurable action, such as downloading a product.
