Leadership

Attack Ad Mistakes

By Stefan Deeran

Updated on: June 4, 2009 / 1:08 PM EDT / MoneyWatch

The Find: Attack ads can backfire during desperate times.
The Source: An article in the Economist.

The Takeaway: More companies are running aggressive ad campaigns as consumer dollars dwindle. If you are a new player in the market, a crafty attack ad campaign can quickly establish your brand as a worthy competitor. And established companies can sometimes jolt sales over the competition by going negative.

But attack ads can be self-defeating and the benefits short-lived if certain mistakes are made. When entering the fray, here's what should be avoided:

Don't be outrageously aggressive: The consumer will get the impression that the attacker is insecure and desperate for business, says Cindy Gallop, an advertising consultant. That hurts the company's image in the long term, even if the campaign boosts sales for a spell.
Don't be hypocritical: Consider what would be happen if a competitor called out your claims. For example, Campbell's recently attacked Progresso for using MSG. But then Progresso responded with an ad saying that Campbell's also used MSG. In the end, many analysts say, both firms suffered.
Don't name names: In America, the most successful campaigns usually do not name the target outright. McDonald's has taken indirect shots at the Starbucks culture on a website called Unsnobbycoffee.com. You can make a case that your brand is better without the danger of a false claims lawsuit.

The Question: If your brand is directly attacked, when is it best to fight fire with fire?

Photo by Flickr user "cellanr," CC 2.0.