Know-How Exchange : Advertising/PR

Finding the right places to advertise, meaning media types, is possible if you have the right response tool in your ad, one that you can track the volume of response that comes into. Testing is necessary of course. So toll-free numbers are good to include as a tracking mechanism. Once you find the right places to advertise, you can switch your response tool to one that is more memorable, like a vanity 800 number, so you make life easier for your audience.

1. Trying to sell to everyone (no clear target audience)

2. Talking about yourself too much

3. Selling features instead of benefits to the buyer

4. Failure to understand your target audience's problems (and how your product solves them)

5. Competing on cost (instead of value)

Jodi

Everything others have already said, plus:

- treating advertising like it is a "its done, move on" business activity

- not advertising often / consistently

- unrealistic goals - champagne expectations on a beer budget

- inappropriate advertising methods (see www.adsvalue.com/university.php#CrossTheLine)

- not generally following the experienced direction suggested by your advertising professional

- advertising something you can't deliver (gross embellishment, capacity issues, outright falsehoods)

- being penny-wise and dollar foolish on media buys - watch the ROI - not the mechanics

- malicious, covert, or other methods to disparage your competitors - remain ethical at all times

Bob

It seems, that everything has been mentioned.
I would just add, that when it comes to pick a concept of your advertisement it's good to avoid sensitive topics such as: religion, politics, women rights, unless you want your ad to become controversial in order to attract attention.

Last but not least it's good to get feedback on how it worked for future reference.

Mag