February 28, 2013
Skip the path of least research
Poorly researched concepts are one of the main causes of failed campaigns.
You’re in a concept meeting. Your client, a skin cancer organization, has asked you to come up with an advertisement that will convince young women to stop using tanning beds. Your coworker, the mother of a teenage daughter, speaks up. “My daughter Kelly had no idea that tanning beds can cause cancer until I told her recently,” she says, “so the ad should probably focus on melanoma.” Her idea is received with nods of approval, the creative team is informed, and out goes the fear-appeal ad. How easy was that?
Easy, perhaps, but at what cost is such a strategy used by adverting agencies? According to the experts, great cost. Read full post...
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