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Advertising can be a dirty word,but adverts evoke creativity and humor
MISTAKESWHAT ARE MARKETERS ?
A person whose duties include the identification of
the goods and services desired by a set of
consumers, as well as the marketing of those goods
and services on behalf of a company.
“Advertising” can be a dirty
but adverts evoke creativity
and humorBLUNDERS ARE ?
Sometimes people overload the ad
perceive just too much advertising.
This advertising’s constant
interruptions cause significant
frustration in people.What do people actually
How do we avoid making
• There is plenty of ideas for improvement
• Analyze millions of tweets to identify the
good and the bad.
• Exploring the negative comments
reveals opportunities to learn & grow.What Survey Says?
According to survey we
often find, people are
indifferent and negative
“ADVERTISING”, but can
instantly name an “ad”
We researched millions of organic
conversations on twitter over 1 year
There were around 3
million favorable tweets
about ads in the survey
There were around 2
million negative tweets
about ads in the survey
period.SOURCES OF FRUSTRATION
TV: Television adverts triggered the greatest number of
negative comments and complaints
Advertising on social Radio advertising
networks and music triggered enough
News paper triggered
streaming services complaints to rank
ranked second in terms fourth in terms of
enough complaints to
of complaint volumes overall volume
rank third in terms of
overall volumeMARKETING MISDEED
•Poor quality Creative
•Insensitivity & SelfishnessPOOR TARGETING
• Some advertisers still struggle with
empathy and appropriate targeting.
• Timing is key; get the moment wrong
and you’ll do more harm than good.DECEPTIVE CLAIMS
Negative comments arise when claims don’t
match the product expertise.
People also express frustration with storylines
that don’t relate to real life.MARKETING SATURATION
Ad overload: People perceive,
there is just too much advertising
This has resulted in frustration
with Advertising in general.CONSTANT
• Advertising’s constant interruptions cause
• The frequency and duration of advertisements
frustrate people too.
• This applies to all media, not just broadcast
entertainment.POOR QUALITY CREATIVE
• Poor quality advertising makes these
interruptions even more frustrating
• Bad use of music and audio is the
particular source of irritationEXCESSIVE REPETITION
Repetition is one of the most frequent
triggers of complaint and frustration.INSENSITIVITY & SELFISHNESS
Adverts that don’t reflect society’s concern
trigger frequent negativity.
Public service announcements don’t work in
the audience switches off.WHAT SHOULD BE DONE TO OVERCOME
THESE NEGATIVE COMMENTS?
Quality beats quantity; aim for fewer, bigger,
ADD VALUE, NOT VOLUME
Only advertise when you have something
meaningful to add to the audience’s life.BAD MEDIUM, BAD MESSAGE
Just because you can advertise anywhere doesn’t
mean you should.
PERSUASION NOT INVASION
Avoid ad formats and technology with a disruptive ‘user
AVOID BRAND EGOCENTRISM
Understand what the audience wants, not just what the
brand wants.MAKE SOUND CHOICES
Take extra care when selecting areas of subjective
taste such as music
RESEARCH BEFORE REACH
Use every tool available to inform your understanding of
RIGHT PLACE, RIGHT TIME
Aim for moments with meaning rather than simply
aiming for mass reachSET REALISTIC EXPECTATION
Don’t overpromise in your ad claims if your
product is not delivered on time.
INVEST WHERE IT MATTERS
If your product does not deliver your brand
promise, fix it before advertising.