Introduction advertising unit Structure

4. Wrong Direction of Advertising :
Wrong direction is allied to 
wrong selection of target market. The target market (consumers) 
may not be rightly selected; however, advertising efforts may not be 
made in the right direction. If a fertilizer firm, for example, places 
posters all over the city of Mumbai, to sell its fertilizers to farmers, it 
is a case of wrong direction. 
5. Wrong Timing of Launching :
If an advertising campaign is 
launched at a wrong time on television or on radio, it causes waste 
in advertising. If an ad campaign for umbrellas, for example is 
launched in the month of January or October, it will be a complete 
waste. 
6. Wrong Selection of Advertising Media :
Wrong selection of 
advertising media, causes a waste in advertising. If industrial 
products, for example, are advertised in sports magazine, or, on 
television, it is a case‟ of wrong selection of advertising media, as 
the advertising message will not reach to the target consumers. 

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7. Wrong Placing of Ads:
If an ad on the posters or display boards 
is wrongly placed, which can hardly be seen by the passerby, or, if 
an ad in the newspaper is placed on a page, which is hardly read, it 
causes a waste in advertising? 
8. Wrong Selection of an Ad Agency :
If an advertiser makes a 
wrong selection of an ad agency. It causes waste in advertising. 
The ad agency must be competent and experienced in the field. 
9. Poor Planning of Advertising Campaign :
The advertiser will 
not receive the expected responses from the target audience 
(consumers) if the advertising campaign is poorly planned. Poor 
planning refers to (a) the lack of the required frequency of ads. (b) 
lack of the required funds, to be allotted to a particular media and 
(c) more advertising in one place to the total neglect of the other 
market areas, where advertising is essential, such conditions and 
bound to cause waste in advertising.