Businesses and marketing firms understand that bad advertising effects can destroy market share. The goal of advertising is obvious, to heighten engagement, increase online / in-store traffic, improve profits, and take over more market share. Many times, advertising campaigns miss their intended mark. Instead end up evolving throughout time based on social feedback, growth or decline in sales numbers. When designing a strategy, it’s imperative to look at what type of traffic you would like to generate. Secondarily, how your organization is going to measure the impact of your marketing.
Targeting exact demographics and how they will behave is one of the most crucial elements when designing a strategy. Not doing so can lead to a wasted portion of your advertising budget. Bad advertising can lead to alienating a portion of your current and potential customer base. According to Ad Week, more than ⅓ of all Americans will refuse to purchase a brand because of bad advertising even if the ad is changed.
Bad advertising will ruin your brand:
A form of bad advertising effect is “False Advertising”. It’s when business’ use of baseless, misleading, or dishonest content to market or promote products/services. No marketing team is perfect and mistakes can occur. When paired with deliberate ignorance and possible intent to appear clever in the eyes of the public. Some advertisements miss the point and instead leave a sour taste in the mouths of consumers. Over time, negative ads can lead to prejudice from everyday people.
Consumers choose which products to steer away from, typically due to association with a negative brand image. Sales will immediately suffer and it will take exponential amounts of resources to draw customers back into your reach.
The PR nightmare ad for Dove:
One example of this problem can be directly linked to Dove with an ad they released back in October of 2017 on its Facebook page. The ad featured a black woman removing her shirt, which was similar to her skin tone. Only to then reveal that she morphed into a white woman, who coincidentally was wearing a shirt just like her skin tone. The Dove ad, in essence, focused on how its soap can clean a “dirty” black person into whiteness. Social and national media focused on the racist overtones of the ad, after the post went viral for all the wrong reasons.
After much criticism, Dove removed the ad and apologized, saying, “In an image we posted this week, we missed the mark in thoughtfully representing women of color and we deeply regret the offense that it has caused”.
All in all, bad advertising can do more harm than good for your brand. Agencies out there that claim that their cookie cutter approach is effective, but at Amped, we don’t bake cookies. We take a unique psychological approach to engage your potential consumers. While we work with you on how we progressively increase your market share.
Contact us today @ 520-777-8309 for your complimentary consultation!