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Want to succeed in advertising? Then don't do this.

Posted on July 13, 2012

After being in the advertising and marketing business for just a short while, I’ve realized that there’s an extreme amount of “ad junk” floating around out there. Sure, there are some awesome campaigns like this and this and this, but the vast majority of advertising out there is crap. To keep your brand’s advertising out of this category, follow these easy “do not” tips, brought to you by the advertising strategists at Kiwi Creative: 

  • DO NOT try to include every statistic or selling point about your brand in a single ad. Consumers have a short attention span and don’t want to read that much copy.
  • DO NOT stick with conventional advertising methods. Even if you have a small budget, don’t be stuck in the print ad or radio spot rut by default. Make sure you’re using the right media to effectively and creatively reach your target market. (Need help? Read our blog post on media planning.)
  • DO NOT generalize your message. Make your ad specific to your product and specific to your target audience so they will know it’s meant just for them and not the other billion people on the planet.
  • DO NOT base your advertising on personal preferences. Separate yourself from your product and put yourself in the shoes of your consumers. Get an outside opinion, if necessary.

So that’s just a short list of my pet peeves when it comes to boring and ineffective advertising. What do you want to warn other people NOT to do when advertising their product?

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Topics: Advertising

Jessica Laurello

Written by Jessica Laurello

Jessica Laurello is a media specialist with a degree in Advertising from Syracuse University.

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