Based on your prior comment, I think you mean "effort taken for delivery" in an abstract way. I think that is part of it, but "increased revenue through additional or higher value transactions" is what I think about when I say "increase in business." This is something that can be affected by the true sense of advertising - giving notice about your business - but has diminishing marginal returns.

Advertising is an economy of scale.

You give notice about your business, but it only becomes advertising by virtue of the socialised energy expenditure it takes to process the unsolicited imposition en-masse. Thus it is an economy of scale, leveraged by a singular entity.

Conceptually we might look at the simple Market Hawker. He finds that changing the environment to impose his message at scale (by loudly shouting at 30-second intervals) increases his revenue.

Abstracting that core mechanism of advertising into business jargon allows us to frame it as "giving notice about our business to increase revenue with more or bigger transactions". Nothing about that statement is false, after all. So a completely true balance sheet of the advertising proves that "Costs = I Shout, Revenue = Business Is Good". Pretty good deal. Really good deal, once the scale rides up, and he has a loudly-shouting-man installed at every corner.

Business balance sheet is very good, now. Revenue = Business_Is_Good x 500, Costs = 500 Men Shout. This is a very beneficial abstraction indeed. Formally omitting the scaled social and environmental costs of our business advertising by simply not including the vocabulary for those things makes it a wonderful revenue-increasing tool.