We’ve all heard that there’s no such thing as bad press, but ask any advertising specialist and they will tell you that is an incorrect notion. Your public face determines if you do or do not sell product, so it pays to be careful when composing an ad campaign. The risque can become lewd and the humorous can become obnoxious in very subtle steps. Evading these 5 ad campaign mistakes can help you create an ad campaign that is both effective and well-understood.

DON’T Accidentally Make Innuendo

This one might seem simple enough, but we’ve all seen a commercial where we have to wonder if the company caught their own double entendre. Be precise with your language and assure that it couldn’t easily be misunderstood. Don’t allow a slip of the tongue to become a black mark on your company’s advertising history. Thoroughly review all copy, slogans, and logos for implicating material.

DON’T Jump on Every Bandwagon

Between guerilla marketing, Instagram, and QR codes, it can be difficult to keep up with what’s new, what’s now, and what’s next. Breathe easy- You don’t have to do every new tactic that is presented. According to research done by Marketing Charts in a 2013 survey, a mere 21% of smartphone users had ever scanned a QR code. Sometimes, keeping up with tradition can be more profitable. Print and commercial advertisement is still around for a reason.

DON’T Forget to Set Goals

It can be fun to be spontaneous, but in the world of advertising, it’s not a very good idea. Advertising costs serious money, and launching a campaign without a plan and a solid set of goals is going to cost you. Start by identifying what you want to sell and to whom you’d like to sell it. Ask yourself: Am I looking for new customers? Do I want current customers to buy a new product? Whatever your focus is will determine your direction and will lead to bigger payouts in the future.

DON’T Jump in without a Target Demographic

Pinpointing exactly who you want to speak to with your ad campaign can save you money, effort, and frustration. If your target is grandparents in the Midwest, Instagram advertising probably isn’t going to be your entry point. On the flip side, if you’re selling to young adults, a newspaper ad campaign probably won’t turn your highest profit. Be precise, be targeted, and be aware of what kind of content your demographic engages with on a daily basis.

DON’T Be Afraid to Try Something Creative

It seems counterproductive to point #3, but advertising without creativity is just ho-hum. It’s okay to try creative new ways to catch your consumers eye, as long as you have thoroughly researched what’s going to be effective for that particular group. In today’s fast-paced world, you only have a few seconds to make an impression before your consumer scrolls on. Creativity is what will keep them on your advertisement for longer.