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Good Ads Bring Customers...Just Once
By: Len Kornblau
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Kmart's clever 'Joe' ad with the male dance troop proves a long-standing advertising adage. “How can you kill a bad product or brand?” The answer is: with great advertising!
 
Kmart will surely attract shoppers with awareness built by this edgy spot, and that is the primary objective.
 
But then the shoppers will head to Kmart where, after finding some good deals, they will get the rest of the well-known Kmart experience.
 
The long lines at checkout.
 
The help that has no idea where anything is.
 
The messes in the aisles. For what seems to be forever.
 
The carts everywhere but where they should be.
 
The prices on most items that make Walmart and Target even better bargains.
 
In short, the whole experience that has reduced Kmart to almost, if not total, joke status. And the reason they are teetering.
 
Good ads can bring customers. Once!


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About the Author
Len Kornblau (@ProfessorAdwiz on Twitter) is an advertising and marketing pro who has taught at universities and excelled at field marketing and account service.
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