Four Common Advertising Mistakes to Avoid

Growth comes from reflecting on both successes and failures. Below are the four most common advertising mistakes to avoid.

  1. Don’t wait to share news about your company, product, service.
  • Communicating news is a prime opportunity to grab attention and motivate consumers.
  • Research shows that news is strongly correlated to purchase intent. When you have news, don’t hesitate to shout it from the rooftops.
  1. Tread lightly with comparisons.
  • Some comparative ads paint the competitor in such a negative light, they alienate the very audience they are trying to attract.
  • Look for ways to show your company, product and service’s superiority without offending competitors’ customers.
  1. More isn’t always better.
  • “It’s difficult enough to link one concept with each product. It’s almost impossible with two or three or more concepts.”*
  • Strive for single-minded messages which feature a connected series of ideas.
  1. Advertising without value linkage is simply entertainment.
  • Some ads are highly entertaining, but do not tie back to value and benefits.
  • The strongest ads grab attention and also leave behind meaningful value to the consumer.


Avoiding these four common missteps should help create a stronger advertising message.

Source:  Jessica Sanchez, Ameritest; Mediapost; *Al Ries, co-author of Positioning


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