That seems to be the implication of this paper from Yale School of Management:
Here, we focus on a particular aspect of the advertising content choice: an attribute-focused appeal versus an appeal with no direct information on product attributes. We make two assumptions that capture the reality of the advertising context. First, we assume that the bandwidth of advertising is limited: a firm can only communicate about a limited number of attributes. Second, we assume that consumers are active: they can choose to engage in a costly search to obtain additional product-related information. In this setting, we show that there exists an equilibrium where the high-quality firm chooses to produce messages devoid of any attribute information in order to invite the consumer to engage in search, which is likely to uncover positive information about the product.
So if you're offering a product or service of genuinely superior quality, the best thing to do is intrigue without informing, and let people find out for themselves. Not having read the whole paper I can't comment on how robust this finding is, though it makes intuitive sense. But it's a tough message to buy, especially because we often tend to think of advertising as persuasion rather than provocation.
