Advertising is everywhere. It’s woven into our daily lives — from TV spots and billboards to podcast ads and TikTok videos. At its best, advertising is more than a sales pitch; it’s a bridge between a product and the people who might benefit from it. Done well, it creates awareness, builds trust, and can even shape culture.
But there’s a hard truth many brands overlook:
Great advertising can’t rescue a bad product. In fact, it can kill it faster.
Advertising’s Real Job
The American Marketing Association defines advertising as any paid, non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. In simpler terms, it’s a way to inform and persuade.
Good ads:
- Introduce new products (trial)
- Retain existing customers (continuity)
- Persuade people to switch brands
- Win back lost customers
- And they can take many forms — print, broadcast, outdoor, digital, even subtle “product placements” in movies.
The Power — and Risk — of Good Ads
Advertising matters for three main groups:
- Customers rely on it to discover, compare, and choose products.
- Companies use it to boost sales, launch new products, and build reputation.
- Society benefits when ads raise awareness of important issues.
But there’s a catch. When advertising oversells or misleads, it amplifies disappointment. A flashy campaign for a weak product speeds up the rate at which people find out the truth — and spread it.
Think about movie trailers. A great trailer can fill theaters opening weekend. But if early viewers hate the film, word-of-mouth shuts it down almost overnight. No amount of extra ad spend will change minds.
Why Good Advertising Kills a Bad Product
When people buy something because of an ad and discover it doesn’t deliver, they do three things:
- Stop buying it.
- Ask for a refund or switch brands.
- Warn their friends, family, and followers.
The stronger the advertising, the faster that backlash travels.
The Real Lesson
Before investing in clever campaigns or big media buys, make sure the product or service actually solves problems, keeps its promises, and offers fair value. Only then will advertising amplify positive reviews instead of negative ones.
Final Thoughts
Advertising has enormous power — to persuade, to build credibility, and to shape markets. But it’s a double-edged sword. When paired with a great product, it’s rocket fuel. When paired with a bad one, it accelerates the crash.
Build something worth talking about first. Then let advertising help it reach the people who need it.