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Advertising Campaigns need to be treated the same as raising a child. Most businesses expect their advertising to work overnight. They abandon their campaign before it reaches maturity.

Success in advertising comes from steady development and persistence. We don't expect our children to be Major League Shortstops after one game nor should you expect your advertising campaign to work after one day. Build on the basics then increase your reach over time.

Businesses often blow their advertising campaigns by not defining their audience. Having the perfect campaign will fail if it hits the wrong audience. What good would it do to advertise a high-end furniture store to low income families? To reach your audience you must first find them.

Another way advertising campaigns fail is due to sending the wrong message. A message should be clear and not overloaded with too many words or images. Keep your message simple and focused. Once a business clutters their campaign by trying to say too much it is doomed to fail. Business campaign's that are effective include: The Aflac Duck, Geico: So Easy a Caveman Could Do It, Milk: It Does a Body Good, Jared with Subway, and of course Verizon Wireless: Can You Hear Me Now? These are messages that are clear and not overloaded with words or images.

Businesses often fail to realize that a campaign takes months to mature. They want results on their dollar immediately. They fail because they think a campaign should have an immediate impact. What they fail to realize is that it takes between 8-15 times for a message to resonate with a potential customer. Businesses must remember that they cannot raise a child overnight.

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