Big Mistakes in Advertising

Aug 28 2008

-Andy Fritchley

I read more than my share of billboards. I also flip through magazines skipping the articles and turning straight to the advertisements. Many times I browse websites just to click on the web banners. The search for great advertising is never-ending and is what I enjoy.

When I see terrific advertising, I feel inspired and I think to myself, “Here is a company who is implementing a plan to sell great ideas and products.”

On the flip side, I see an assortment of bad advertising. It’s not that the ads look unprofessional or don’t have good layouts – it’s just that they lack some of the elements that make advertising successful. Let’s call it what it is… I see mistakes in advertising.

The first mistake I see time and time again is called ‘lack of focus.’ I find that many advertisements fail to communicate any specific message to their customers. Consumers yearn for information – don’t disappoint them with generic promises and a list of services.

One company ran an extensive ad campaign and neglected to pinpoint any concept their customers could comprehend. The ads were nicely designed with great photography and layout, but neglected to give any lasting impression of the company or their products. Don’t pass off such poor advertising as a ‘brand campaign.’ Too many poorly executed campaigns will put your company’s brand on life support.

The opposite mistake is trying to sell everything under the sun to your customers. One large retail company offers to sell you anything from here or there, near or far, large or small. Consumers know what they want and they’re actively pursuing these wants and desires everyday. Reach your customer in a targeted, specific manner and they will reward you – with business.

And by reading this article, you are avoiding another mistake of advertising – not doing your homework. There’s a lot of hard work that goes into terrific advertising, but often overlooked is the research and investigation that predicates any creative work. Facts and data will usually win over blind assumptions, half-truths, and opinions. Find the facts and your customers will be nearby.

Terrific advertising takes time, resources, and commitment. Terrific advertising makes you proud of who you are and what you’re selling. What’s really special is when you see the fruits of your labor – when customers respond to ideas and products featured in your ads.

Commit yourself to terrific advertising. Your customers will respond.

Andy Fritchley is an advertising account executive with Kelsey Advertising & Design.

Article Tags

print design, branding,

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Andy uses all his experience and skills to guide our busy production team and help everyone meet the high standards set for this agency. Andy oversees client relations and business development while maintaining a close eye on current projects in development. He also ensures that clients have a great website with a variety of built-in methods for attracting viewers to it. With a knack honed in manufacturing for keeping things running smoothly and efficiently, he sees the big picture and works through the fine details to get there. Andy and his wife, Liza, have three children. He is an avid runner and enjoys hunting, fishing, sports, and travel. Andy plays a key role in contributing to the overall strategy and leadership of the agency.