Getting A Handle On Advertising: Where does Advertising Go Wrong?
Most of the points listed below are the opposite of the five key elements of advertising success I spoke about above. By understanding the most common advertising mistakes you will be able to devise strong focus for your advertising needs. Advertisements and commercials go wrong mostly because they:
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- are done on impulse, i.e. not enough time is spent planning the advertising
- are aimed at the wrong people
- are cluttered and confusing
- feature in the wrong medium
- feature in only one advertising medium
- are seen at the wrong time
- don’t stand out from the crowd
- don’t give the customer a reason to act immediately
- don’t make the product or service appealing enough to interest the consumer
- are stopped before the advertising can work, that is, a lack of repeat advertising.
All of the above are discussed throughout this book and, without hesitation, I believe most advertising has at least three or four of the above errors.
Source: Andrew Griffiths, “101 Ways to Advertise Your Business_Building a Successful Business with Smart Advertising,” Allen & Unwin, Australia, 2004
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