campaign success Archives - Sanjeev's Horse Sense

When the advertising creative didn’t worked

Nov 14, 2015Sanjeev SinghaiMarketing Topicsadvertising matrix, campaign effectiveness, campaign success, Consumer recall, Creative ideas

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/

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. […]