Avoid a PR Nightmare With Marketing Approval Software

Who doesn’t love a good ad? Isn’t there a jingle you heard on TV as a kid that you still hum to yourself? A catchy slogan you still find yourself quoting sometimes? A commercial you forwarded to friends the Monday after the Super Bowl? Really good and effective advertising tends to stick in the brain.

However, the ads that can stick around even longer are the marketing campaigns that go terribly, terribly wrong.

Plenty of infamous ad campaigns come to mind — from LifeLock’s CEO making the decision in 2007 to publicize his own social security number and dare people to steal his identity (Spoiler alert: they did. Thirteen times.) to Pepsi’s disastrous 2017 short-lived short film starring Kendall Jenner.

For mega brands, the argument could be made that all publicity is good publicity. Case in point: we’re still talking about these advertisements years later. But for small and medium-sized brands, a huge advertising mistake could be the difference between gaining or losing a loyal customer. If a brand’s name sparks immediate derision or annoyance in the mind of consumers, it’s not unlikely that they’ll give their business to a competitor.

If you don’t want to be the agency that takes the blame for the next widely-criticized campaign, it might be time to consider marketing approval software — giving you and your company an extra layer of protection by ensuring ads are thoroughly reviewed for mistakes and brand alignment.

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What Are the Effects of Bad Ads?

Not all publicity is good publicity. A spectacular flop might spark conversation, but it rarely strengthens a brand. Instead, bad advertising often:

• Alienates potential customers
• Damages the trust of existing customers
• Destroys positive brand associations

Beyond reputation damage, failed ad campaigns are costly. They can drain budgets, reduce revenue, and directly hurt your bottom line.

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How Do Bad Ads Happen?

Sometimes you see an ad so offensive, poorly made, or misguided that you can’t help but wonder: How did this even get made? There are a few common culprits.

Misguided Objectives

Without a single, measurable goal, campaigns can drift. Too many objectives — or none at all — weaken messaging and focus.

Unclear Messaging

Unclear objectives often lead to muddled or offensive messaging. A successful campaign should deliver a strong, clear call to action for its audience.

Misunderstanding the Audience

Effective campaigns require knowing your audience. Ask:

• Who is this campaign trying to reach?
• What do they care about?
• What do they need?

Without this understanding, campaigns risk missing the mark entirely.

Poor Execution

Even great ideas can fail if execution is lacking. Clear plans, defined roles, and coordinated actions are key.

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How Does Marketing Approval Software Help?

The best way to prevent bad ads from damaging your brand is to make sure they never go public in the first place.

Marketing approval software:

• Centralizes marketing projects, designs, documents, feedback, and messaging in one hub
• Standardizes review and approval from all relevant stakeholders
• Automates approval requests as part of the workflow
• Reduces the risk of errors slipping through the cracks

Beyond preventing mistakes, this software:

• Saves time by streamlining reviews
• Improves communication clarity
• Enhances transparency
• Maintains higher quality control standards

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Ashore Makes Sure Your Campaign Won’t Miss a Step

Bad ads can embarrass your company — and damage the brands of both your agency and your clients. Marketing approval software builds a strong internal approval process to ensure you deliver your best work.

Ashore:

• Streamlines communication
• Encourages collaboration
• Perfects the proofing process

Key features include:

• Workflow staging
• Automated notifications
• Version control
• Proofing timelines
• Centralized feedback to keep your inbox uncluttered

Get Started:
Sign up for a free Ashore account to start sending proofs today, or request a one-on-one demo to learn more.