Advertising exists to influence behavior. Period. Much of it doesn’t. Here are the most common reasons why:
Super Bowl Syndrome
Have you ever recalled a funny TV spot but forgot the advertiser? Many marketing consultants get so caught up in being entertaining they forget to sell, as is the case with many Super Bowl spots. Ad creative should be inextricably linked to the selling proposition.
Lots of Explosions and No Plot
Harried Soccer Moms and Chimps
Committee-Sourcing
Egos at Play
“Lowest prices! Highest quality! Best service!” And most claims!
Lack of Differentiation
Lots of Explosions and No Plot
That’s how some movies are reviewed, and the description fits many ads too. A special effect is a thin disguise for the lack of an idea. Technology has placed numerous bells and whistles at our fingertips that may distract our audience from the message. Resist the urge to apply elaborate dissolves, exaggerated graphics, and overwrought sound effects. (This applies to PowerPoint decks too!) Simple communicates better.
Harried Soccer Moms and Chimps
Some marketers continue to develop ad concepts based on clichés, such as talking babies, pets that are smarter than their owners, and men who would rather watch football and drink beer than be romantic. How can an ad stand out if it looks like so many others? (Enjoy a parody here of clichéd PSAs in which spokespeople finish each others’ sentences and endlessly repeat key phrases.)
Committee-Sourcing
Even if an ad agency starts out with a solid concept, its potential effectiveness is often watered down by too many “experts” in the kitchen. Advertisers who feel obligated to address every opinion offered by every member of every focus group, committee and board often miss the mark with external audiences.
Egos at Play
When you see a business owner appearing in his own advertising, you know he’s likely more interested in personal celebrity than advertising effectiveness. Few CEOs are good as spokespeople. For every Frank Purdue and Lee Iaccoca, there are thousands of car dealers and roofing contractors who are pathetic in front of the camera and don’t seem to know it. Even less effective: featuring their own kids’ in the ads.
“Lowest prices! Highest quality! Best service!” And most claims!
So many that it’s hard to believe one organization can live up to them all. When building a logical case for a sale, screaming promises at the prospect sounds desperate. Pick one brand advantage to stand for — it’s more believable and more memorable.
Lack of Differentiation
Most advertisers tout product features. Few tell you why they are a better choice than their competitors. Apple did it 66 times over four years with its Mac Vs. PC campaign. See a sample TV spot below and watch the whole campaign here. It’s a textbook example of brand positioning.
