- Piggy-backing off interest. This one seems like a smart move, to capitalize off of the success of another concept. However, it will not work out. It is not smart to try and associate yourself with things that have no relevance to your business. If your business is selling coffee, then don't try to place ads that feature puppies because we all know everyone loves puppies. As a graphic designer in Chicago, I have seen this done by some companies and it never looks good.
- Event sales opportunities. While it might be the anniversary of some huge event in history, if it has no relevance to your business, then don't try to capitalize on the day. For example, the anniversary of D-Day will not tie into your business that sells flooring. It just won't.
- Growing a large ego. Even if you are the company's CEO, President, CMO, placing yourself in the ad only shows desperation and lack of originality. Luckily, in my time as a Chicago graphic design firm owner, I have not had to place myself in any ads so I practice what I preach. Unfortunately, this is an all too common practice.
- Running different ads that bear no resemblance. Sometimes, one might think that since ads are running on different media channels, they should be different. While that is a good idea, there should be consistency; something about the ads during an ad campaign should let people know that they are from the same company and related.
- Running ads anywhere & everywhere. Place your ads in specific areas and media channels; you want to make sure your target market sees them effectively and efficiently. When you hire a graphic designer and they spend hours creating a print ad and you blast it everywhere, that gives the impression that the ad is just "whatever". Make the ad work for you.
- Doing too many ads. Go with quality over quantity. Nobody likes the company that has ads going 24/7 and are literally everywhere! Overexposure is never effective and can even create a boomerang effect; the boomerang effect is when the response to something is opposite of what was intended.
Tuesday, September 16, 2014
6 Common Advertising Mistakes to Avoid
Doing great advertising takes knowledge of what to do and what not to do. Here we have 6 advertising mistakes that need to be avoided. As a graphic designer, there is a good chance you will work in advertising and here are some tips to help you make sure you don't make classic mistakes.