It's more than just a fun way to make your message stand out; with the right word(s), you can evoke the experience of using your product, suggest the problem situation it resolves or even make a purely emotional appeal. The simplicity and starkness of the concept makes it well-suited for media where your copy space is severely limited -- outdoor boards, web banner ads, postcards, and small-space ads -- but it can be just as effective in larger spaces, like page-dominant newspaper ads. If there's a word that conveys a sound effect that can help make your point effectively -- boom! You've got a concept!
