Consumers have a complicated relationship with advertising campaigns. On one hand, the popularity of ad-blocking software bears witness to the growing ambivalence that online readers have for AdWords, commercials, and promotional offers. This has become an issue both for websites that depend on ad revenue, and for companies that depend on ads to bring in clients and traffic. On the other hand, research shows that consumers don’t hate advertising per se — they just want it to be better. Furthermore, successful advertisements not only win new customers to a brand, but sometimes go viral in completely unironic ways.

Not every company has the money to launch a multi-million dollar commercial. But by looking at prominent examples of advertising campaigns that failed and backfired spectacularly, it’s possible to isolate trends that marketers should avoid at all costs.

The Kendall Jenner Pepsi Commercial

In the history of bad advertising,

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FROM CATCHPHRASES TO CASH

Of course, as tickled as advertisers are to know they’re writing catchy jingles, they don’t make TV commercials for the honor of giving us free new music. They want us to buy something. The crucial challenge for marketers is: What’s the best way to translate these memories into actions?

Some imagine a debate between two groups. The first group believes in raw persuasion. Its focus is on crafting a compelling argument that will encourage you, with the delivery of “new news,” to buy something right away. The second group believes in the power of engagement. Its focus is on creating a positive experience that will influence you over the longer-term. Here, the objective is to seed positive ideas and memories that will attract you to the brand.

But this distinction is largely a myth. Advertisers have little control over how audiences receive their message.

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How Good Are Your Management Skills?

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baona

You need a lot of skills to become a good manager.

In business, we often seem to focus less on good management, and more on the glamorous and exciting work of leadership.

However, managers are responsible for making sure that things are done properly. And while leaders may bring us vision, inspiration and challenge, these things count for nothing without the efficient implementation brought about by good management.

To be a great manager, you must have an extensive set of skills – from planning and delegation to communication and motivation. Because the skill set is so wide, it’s tempting to build skills in the areas of management that you’re already comfortable with. But, for your long-term success, it’s wise to analyze your skills in all areas of management – and then to challenge yourself to improve in all of these areas.

This quiz helps you to quickly

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