A lot has been written about how effective a proper marketing campaign can be; however the corollary of that is also very true. A botched advert can turn people away, negatively damage your brand and have long term repercussions on the life-cycle of your product. You tend to see companies taking evasive action from this sort of negative marketing when a celebrity has been disgraced and Marketing Advertising companies start pulling out their contracts. For example, Kate Moss lost an H&M deal a couple of years ago because the company did not want their brand associated with that person (this was following an alleged drug incident)
A poorly planned campaign can have just as damaging an effect and companies need to make sure they don’t end up under the spotlight for the wrong reason. It’s important to gauge the climate an advert will be launched into and take into consideration political, economic and social factors. Don’t get me wrong; I’m not saying you need to thread on eggshells. But one needs to be aware that any advertising campaign is not released into a vacuum but into a rich environment where supporters will rally behind a product and competitors will try and use your efforts against you.
Interesting topic huh?