Are Bad Ads limited to print publications? Nope. Thanks to the wonders of converged communications (#concomms), Bad Ads can also proliferate online. A particularly embarrassing type of Bad Ad, one that’s been spotlighted a few times before on the River City Communicator blog, is the misspelling of a word that’s obvious to everyone except the ad creator. When this happens, the message gets garbled and the credibility of the advertiser takes a hit. And when that occurs on a heavily-traveled website, the error may be next to impossible to overlook.
Exhibit A: The advertisement above, for a jewelry store in Jacksonville, Florida. At first, it looks like an ad designed to appeal to people who just received incorrectly-sized jewelry for Christmas… oops, wait, that’s not actually Christmas. Ouch. Plus, this advertisement was designed as a full-size banner ad on jacksonville.com, the website of the Florida Times-Union newspaper in Jacksonville. In other words, thousands of users navigating to the news site might have spotted that advertisement front and center in their web browsers on the Times-Union’s home page. It’s a message for everyone in converged communications fields: Take a few extra seconds to look for typos before you submit a document or, worse, purchase advertising space.