If you do a Google search on bad advertising the results are endless. Bad advertising happens every day. A company that spent a long time building a campaign only to have a it fail. Seth Godin has an interesting post that: http://sethgodin.typepad.com/seths_blog/2010/02/once-in-a-lifetime.html. Advertising can miss the mark and what was intended isn’t accomplished at all.
One prime example is the Wal-Mart commercial with Destiny’s Child. It was too far fetched for viewers to believe the Destiny’s Child actually shopped at Wal-Mart. Maybe for a quick run in to get some toilet paper but the commercial should it as this big huge family event. Members of the group walking down the electronics isle. Viewers ultimately just didn’t believe it. Other problems are endorsements for example Cybill Shepherd. She the top promoter for a new campaign by the beef industry. The only problem was that she gave an interview and said that she tried to stay away from red meat. Or how about the fact that before the Flintstones were vitamins for children they were in a 1961 cigarette commercial for Winston cigarettes.
So how does advertising became successful? The Maytag Repairman has been the the symbol of Maytag for 35 years. Papa John’s phrase of ‘Real Ingredients, Real Pizza’. Why have these worked? Maybe its cause they didn’t try so hard. They didn’t try to be so over the top. Celebrity endorsements more often then not fail. Whether because the celebrity gives a bad interview or is got smoking pot. The tried and true advertising that really works is being authentic. Showing who you really are and what you really do…honestly and simply.
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