ok, your all missing one fundamental thing:

Humans are stupid.

Ok, your avarage person does not THINK it will happen to them, therefore they zone out and do not pay attention. There is a really simple fix: let them experiance it.

Say you are a company and educating your employees about SEing. A lecture only goes so far, after that, you gotta show the employee that it CAN happen to them. have a tech call up each employees one after another and attempt to get some sensitive info out of them using social engineering techniques. If they succeed, them talk to them about it and warn them not to fall pray in the future. Furthermore, if you're really woried about it, you could take it even further, and play a "prank" on your employees, keep going through with it, call these people in and inform them that they have caused so and so SE to gain sensitive info and the company has lost so and so ammount, really play it up and get the gravity of it hammered into their head. At the point they look like they are ready to faint from distress, let them in on it and say to remember that this could happen for real.

As far as home users, theres not much you can do. Companies (eg: bank or whatever), simply need to say that if the attack could have been easily prevented by following the guidelines they set out (they will need to set some out) they will not get any compensation back, even if the phishers are caught. This will firstly get the users attention, as they do not want to loose money, secondly, and secondly no need for expensive and futile advertising campaigns against phishing (keep it at a acceptable low to get the message accross to those who will listen, but not waste time on those who wont). Once a user is scammed, they will have learned their lesson, if a user hears a first hand account from one of his/her freinds, hes also more likely to listen. Humans learn from their own mistakes, the more distant the warning is, the less impact it will have. In order to truely get through, the user victim needs to experiance it for them selves.