If you need further explanation, it uses a stimulating material that already produces a response and connects/relates it with another stimulus to hopefully produce the same response on its own later own by perhaps reminding you of the previous stimulus.
In layman's, they think if you see a sexy bikini-clad girl next to their burger/mobile app/etc., you're gonna think their burger is really awesome and remember how hot the girl is and feel inclined to eat the burger.