You know there is an excellent product to be introduced to the public. Time passes but the strategy remains ineffective and the question remains: why? To answer this poser we need to get deep into the matter of bad advertising. The most trustworthy statement would sound: the advertising strategy that did not work. Advertising plan aims at different goals. It may be plain increase of sales or maintenance of the process considering the circumstances and accordingly either increasing or decreasing sales range. Three main targets are: providing information on the product, establishing general consumer opinion on the product, using this opinion in order to influence the sales process. The strategy is established and implemented but something still goes wrong: what is it?

Despite all the tries to expose the product, it somehow still remains "invisible” or otherwise, not saleable. The reason hides not in the budget limits, or strategy implementation. The cause is hidden in the following up the wrong track. Analyses of what the competitors do, does not necessarily mean that the realization of their plan will bring you towards success. Competitors may use the strategy that seems carefully planed and is well-developed, but the result turns out completely different from that expected. The consumers seem to establish the so-called subconscious view on the way a certain product should be advertised. Regardless the successful presentation of a unique idea on how to advertise the product from a revolutionary new side, the client will say: "this commercial is supposed to be held the other way.” This rule is applied into every sphere of human activity. Therefore a "template” to each product has been established and advertisers just develop those offering new views. For instance: happy men drinking beer, pretty ladies wearing supreme quality clothes, business-like people holding cellular phones and lap-tops etc. the system is set up and changed occasionally with several new currents and modifications. To reach success a developer has to venture to show people a new, unique view on things. The work has to be more "outstanding” than "be compared to other

s”. The other reason to bring the effort down is the overload of information. Simplicity is the key to success in this business.

If the advertiser comes up with a good phrase that is straightforward, descriptive, innovative and ear-catching, the client will do the rest and find out the way to the product if the advertiser would be smart enough to show the door. And the last reason for an advertising company to fail. The strategy defines the range of consumers or the so called targeted audience is determined by the peculiarities that are unstable and might change. It is essential to advertise for women, for children, for businessmen, but if you define your consumer range according to the age, it is going to be a disaster. Let's say you advertise a product for those who are 25-45. Imagine the reaction of other possible consumers that are, let's say, 24 or 46 that could also be possible consumers. The conclusion is that your range of consumers should depend on stable factors. We were talking about mistakes and "dos and don'ts of advertising”. We have successfully defined what bad advertising is, but we haven't yet discovered what is good advertising. Let's keep the definition simple: good advertising is a brief and laconic exposure of a revolutionary new idea and to the targeted consumer range.

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