When the advertising creative didn’t worked

Recently I was asked on Quora a question which was actually on “When the advertising creative didn’t worked?” Question was as following:

What are the classic examples when the marketing employed was creative but didn’t convey the right value to consumers resulting the product failure? I’m trying to prove that just being creative in marketing doesn’t help. Understanding the market and STP also counts

Sharing my answer below:

Image credit http://blog.fooducate.com/

Image credit http://blog.fooducate.com/

Yes, creative idea alone can never ensure success of the product. History is filled with such examples of very popular advertisement of their times which failed to drive enough sales for the best of the companies or brands. Great Ogilvy wrote a book which has hundreds of such examples. […]

Consumer Insight in Web Advertising

Since I wrote blog titled “Dishonest Advertising?” something is constantly nibbling in my mind. I strongly feel that approach of producing brand promotion content meant for Web needs to be different than the approach of producing TV advertisements. And Consumer Insight in web advertising should be used differently than TV. Web AdvertisingA 3 or 4 minute TV like thematic advertisement on web may fall short or be a complete waste. Doing so may deliver you the Views but may not translate in terms of enough  brand recall. […]