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Then it is wrong marketing campaign and should be prepared again with emphasis on target audience analysis.
Sidrah, are you asking in some particular advertisement support? Digital? physical?
If it´s in general, if it´s unable to communicate the right message to your audience, I would consider a flop.
A flop since considering the wrong target, the wrong message, the wrong support, the wrong segmentation, the wrong positioning, the wrong P´s analysis, the wrong briefing, etc etc....
Usually when I´m planning some advertisement campaign, I pay attention to not fall in the next errors:
1. Not define clear yours campaigns target - If you can´t answer without hesitation is better not go to the next level´s. People usually say : "The target are everybody, all consumers" False. You never can capture the attention of all of them. You never can´t create the, so known, engagement with them all. And when I talk about engagement is make the people talk about your brand/campaign.
2. Don´t distinguish from the competitors - If you can´t communicate the brand values, culture, ...what makes it single and distinctive, and get arguments that help to conquer and motivate the consumers/potential consumers, is obvious it´s a strategic orientation fail.
3. Not quite meet the correct target market - It´s important you know well all the characteristics of your customers. Mainly is important to know better the changes in their habits, their needs...
4. Error in the message - the briefing needs to be well done. If the brienfing won´t insipire the designers, the managers, the account managers, etc, there won´t be that "creative jump" that will drive for more creative ideas.
5. Effectiveness VS Creativity - Some campaign can be brilliant, even collect creative rewards, but if in the practice won´t achieve their target is useless. It+s important to make a campaign that speaks the same "language" as your public.
6. Pay attention about the different social and cultural aspects
7. Choose the correct campaign supports
8. Consider a realistic budget VS campaign time / results
9. Our product VS competitors product .- A good advertisement campaign won´t be a substitute to achieve good results if your product/service it has worthless characteristics or bad quality
10. Creativity is not a effectiveness synonymous - Sometimes the most simple things are the ones that have better results.
Concluding, if the campaign is not able to communicate correctly try to understand where you failed, what you´ve done wrong in data collect, what solution do you have to repair the situation (if the campaign is rolling), check if it´s a campaign or product problem, make some surveys near your public to understand what went wrong and back to the strategic orientation desk and redesign you marketing plan.
A company develops a product to meet the needs of a specific segment of customers. When your campaign fails to communicate with your target customers, then you are either losing your target customers for your competitors, or you are unintentionally communicating with the wrong customers segment.
For example, let's say I've just started a new car manufacturing company, and I'm willing to design and manufacture a luxury car for men who are years old or older. My marketing team launched a campaign supported with an action, furios short video which looks like the latest Hyundai Elantra video or the BMW movie series.
Well, we know that old people like to drive calm and safe, and by launching such a video I'm actually losing my potential customers for my competitors. Because they will think of my car as a fast, furios car and that doesn't relate to them.
At the same time, I'm communicating to younger customers that this car is the best fit for you, which is not. We all know that this car has been designed for older men, and younger people will try the car and find it much less than expected. You don't want that to happen.
This is a very simple example, though I hope it clearly shows the consequences of wrong communication.
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