From the InkHead Promotional Products Informal Polling Department — This 15-second ad for Halloween costumes from Target stores began appearing online a couple of weeks ago and has sparked some unexpected but heated controversy, especially among its (ahem) target audience, moms:
Reaction to the ad on YouTube has been sharply divided between those who feel that Target was insulting toward moms who make their kids’ costumes instead of buying them — and by extension insulting hands-on moms in general — and those who feel the pain of every kid who ever left the house feeling like he or she was wearing the Halloween equivalent of a flour-sack dress or a clothesline belt.
How all of this is relevant is that it calls into question whether the same standards should be applied to online marketing as they are to print and TV ads. After all, advertising online has the advantages of cheap distribution and frequent impressions, but it also has the downside of permanence, namely that you can’t yank a meme like you can a TV ad; it will always exist somewhere. Had this ad aired on TV it would have been previewed for focus groups — would it have passed? Would your online marketing campaign pass the Angry Mom Test? These are important questions, especially if your business isn’t prepared to take a hit as well as Target can.
This is the place where I should suggest that this is another reason why Custom Imprinted Logo Products are a more effective marketing tool than online ads, which is statistically true. But what really interests us is what you think of the ad. Was this an effective ad for selling Halloween costumes, or are the Angry Moms justified in being angry? We’d like to hear from you in the comments box below. YOU make the call!