• Advertising Age, Monday, December 15, 2008 9:30 AM

Tara Walpert Levy, president of Visible World, offers 10 mistakes that marketers and agencies often make when they try to target their television ads. Some common blunders are obvious and some aren't. For instance, media buyers love buying air time in advance, but that is not always useful. Be careful that you are not "airing a winter commercial featuring hot soup when the temperature rises above 70." Too much repetition is easy if a brilliant ad initially airs to tremendous acclaim. Viewers could love a spot as the playoffs begin. "But by the end of the World Series, fans would rather see their beloved team lose than watch that ad again." Another warning: Don't design creative work for the least common denominator. It will make most consumers feel confused, uninterested or both.

When it comes to data, checking your research to make sure all the demographic information is up to date is clearly important. But enough is enough. Various consumer segments have many differences, but not in how they buy soap.

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