Promotion and Advertising Strategies for Firms Expanding to New Boundaries

Posts tagged ‘Global Marketing’

When Advertising Goes Wrong


When Advertising Goes WrongIt is thrilling to take a business to new boundaries. Acquiring new customers and conquering new opportunities seems like the greatest reward for a company trying to become global. But many get lost on the promising side of it, but these opportunities are possible if you carefully planned your advertising.

With many companies trying to gain competitor’s share of the market, advertising seems to be the magical solution. Several research has to be done before launching a global advertising campaign, otherwise, the precious dream will start fading away until it becomes a nightmare.

Then, those customer that started to like your company are now shifting away. So as marketing student, I have learned a few lessons about advertising that has failed. So here are five points I consider important.

Failure to Local Adaptation

Many companies launch advertising campaigns that have been previously successful in the country of origin. Coca-Cola has been one of those few to use a standardized advertising campaigns. But not all companies succeed. It is important to consider the locals and their preferences.

Every country has its own culture and it important to do some research prior. As a student starting to learn, you should consider watching news or reading articles about those countries.

Avoid Controversial Topics for Your Campaigns

Having political and religious issues on advertising campaigns might result in failure to get your message across. Advertising that seem to be racist will certainly drive way your customers. Which was the case of the advertising for PlayStation PSP Black vs. White.

The billboard depicted a white woman dressed in white attire assaulting a frightened-looking black woman dressed in black. No doubt it was racist!

Getting Ideas from Customers Might be Cheap, but Not Always The brightest Option

Advertisers might think that nothing can go wrong with a cute dog on a commercial. Having a dying dog TV commercial might not convey the same idea. Unfortunately, sponsoring a film competition was general motor’s Chevrolet error.

People negatively saw that Chevy was trying to use the emotional side of customers to sell an Equinox. The only message perceived here was the fact that your furry friend will die someday. This was just a bad use of emotional motives.

Creating Ads Instead of Campaigns

If as the advertiser, you have many ideas in mind for different ads. Then you should create a campaign that resonates in every ad.

Too much words might kill the excitement

The most successful ads are the ones that only have a few words. Memorable ads are creative, clever, and funny. Say the right things or don’t say anything!

The Take-Away

  • Yes! It is important to use emotional appeal and dogs are just too cute. People might like your ads for these, but not every culture like to be reminded of death in ad. Specially, if it is about someone they love.
  • If it is something that involves emotional appeal, you should probably review it carefully to avoid misunderstandings.
  • Listen to your customers and respect their ideals.
  • Not doing the right research before launching an advertising campaign can be atrocious for your company. Particularly, if your company is trying penetrate global markets.
  • Try to get your point cross by creating ads that resonate with the overall campaign.
  • Adding many words might kill the effect you want to convey.  So make sure you go straight to the point with your message. Too much words make ads boring!
  • The purpose of advertising is to make awareness of your clients and its Unique Selling Proposition. So make sure you understand these points and apply them. It would save terrible headaches!

What do you think about it? Your comments will help me to expand my learning.


Photo by: Angelica K. Rivas