Omwe Amatsitsa Bwalo la Anthu Onse, Nthawi Yaikuru.
Kutsatsa kukuyenera kukwaniritsa miyezo ya makhalidwe abwino. Saloledwa kuchotsa mwachinyengo, kapena kunena bodza lenileni. Ndipo nthawi zambiri, dongosololi limagwira ntchito bwino. Ndidzilamulira okha pamene iyenera kukhala, ndipo nthawi zina, mabungwe monga FTC, kapena UK's Advertising Standards Authority amasunga zinthu.
Komabe, mabodza amalowerera ming'alu. Nthawi zina, mlanduwu ukhoza kuikidwa pa mapewa a kasitomala, omwe adawuza zomwe bungwe la ad adzidziwitsa.
Nthawi zina, zingakhale zovuta kulankhulana, kapena chinyengo chenicheni. Nazi zitsanzo khumizi, popanda dongosolo lapadera, za nthawi zomwe malonda amayesera kukoka ubweya pa maso a aliyense.
1. Apulogalamu ya iPhone 3G - Zachiwiri monga Mwamsanga, Pakati pa Mtengo
Mu 2008, apulogalamuyi adatulutsanso mtundu watsopano wa iPhone, ndipo anapanga zifukwa ziwiri m'mawu asanu ndi limodzi zomwe zinapangitsa dziko lonse kukhazikika ndi kuzindikira. Inde, mawonekedwe atsopano a iPhone 3G anali owirikiza liwiro lawotchulidwira, ndipo anaponyera theka mochuluka. Zosangalatsa! Ndipo ... osati zoona. Osati pafupi.
Apple makasitomala mwamsanga anaikira mayina, athamanga mofulumira, ndi zinthu zina zambiri. Izo zinapanga ndiye "mobwerezabwereza mobwerezabwereza" wotsutsa. Ndiye panali mtengo. Ndalama zoyamba zokwana madola 399 zinaponyedwa ku $ 199, koma, panali nsomba; mgwirizano wamtengo wapatali wa zaka ziwiri. Malamulo a Apple adafulumira kunena kuti uyenera kukhala wopusa kuti ukhulupirire malonda. Apple sanapangepo zonena zimenezo kachiwiri.
2: Zomwe Muyenera Kuzichita "Pangani Botolo." - Kutaya Kunenepa Popanda Zakudya Kapena Kuchita Zochita
Aliyense amene amakuuzani kuti mukhoza kuchepetsa thupi popanda kusintha kalori yanu yowonjezera ndi yochita masewera olimbitsa thupi ndi yonyenga. Kotero mu zaka za m'ma 1990, pamene Enforma anabweretsa mpira wa mpira wa mpira Steve Garvey kuti apititse patsogolo "mafuta otsika" zakudya zowonjezera mafuta, anthu mwachibadwa anakana kuzikhulupirira, molondola?
Cholakwika.
Nthawi zonse timafuna njira yophweka. Ngati wolemekezeka akutiuza kuti pali njira yothetsera kulemera, chabwino, ziyenera kukhala zoona! Iwo sakanama. Zonsezi zinali zonyansa, ndipo FTC inatenga Steve Garvey kukhoti. Komabe, iwo adataya mulanduwo pamene khoti la khotilo linagamula kuti sadali wolakwa kunena zazinthu zomwe adauzidwa zinali zenizeni. Koma mlanduwu unapangidwira njira zatsopano kuti zikhale zoletsedwa kwa anthu otchuka kuti afotokoze zabodza potsatsa.
3: Hoover Vacuums - Gulani Vacuum, Pezani Zida Zambiri Zopuma ku USA
Amanena kuti ngati chinachake chikuwoneka bwino kwambiri, sichoncho. Koma anthu akuwerenga zochepazo pa Hoover akupereka, mmbuyo mu 1992, sankatha kupeza. Kodi izi zinali zowonongeka kwa $ 1,500? Kodi iyi inali yosungunuka ndi golide? Ayi, ndalamazo zinali zodabwitsa koma zowona - zimagwiritsa ntchito £ 100 pa chotsuka chotsuka, ndipo mumakhala ndi ndege ziwiri zaulere kuchokera ku UK kupita kulikonse ku America. Inde, anthu ambiri adadziwa kuti ichi chinali kuba, ndipo Hoover adagulitsidwa nthawi yake.
Kampaniyo inazindikira kuti yachita masewera oipa kwambiri, choncho anaganiza zokopa kwambiri kuti atsatire chitukuko choopsya kale. Zingatumize ogula pamtunda kuthamanga, kudzaza mawonekedwe pambuyo pa mawonekedwe, mpaka atasiya.
Mnyamatayo anali woipa kwambiri, bwalo lamilandu la Britain linalowa, ndipo Hoover anadula £ 48 miliyoni ($ 60 miliyoni).
4: Nutella Kufalikira - Wathanzi ndi Gawo la Zakudya Zabwino
Ngati munayesapo Nutella kufalikira, mudzawona chinachake chitangogunda lilime lanu; Ndizosangalatsa kwambiri. Kodi chocolaty chokoma ichi chifalikira bwanji kukhala gawo labwino la zakudya za wina aliyense? Chabwino, sizingatheke. Zomwe, ndizo ndalama zokwana $ 3 miliyoni zokhazikitsidwa.
Vuto ndi malonda ndikuti amasonyeza mayi wotanganidwa kusankha Nutella ngati chakudya cham'mawa chamakono (pamene amatumikiridwa ndi chotupitsa cha tirigu kapena tirigu wa tirigu). Vuto ndilokha, gawo lokha labwino la kadzutsa ndilo "osati Nutella". Chofunika kwambiri cha Nutella ndi shuga, kumatsatiridwa ndi mafuta a kanjedza, kenako nkhono ndi kaka. Malondawo angakhale atanenapo kuti, "Ndimakonda kupatsa mwana wanga chidutswa chachingwe ndi galimoto ya Snickers kuti adye chakudya cham'mawa."
5: Skechers Shape-Ups - Pangani Zomwe Mukuyenda Pozungulira
Skechers anatulutsa mfuti zazikulu za izi. Anabweretsa Kim Kardashian kuti azitsogolere. Anapanga ndalama zokwana madola mamiliyoni ambiri omwe adayambitsa mu 2011 Super Bowl. Anayambanso mayina akuluakulu othamanga monga Karl Malone, Wayne Gretzky ndi Joe Montana. Uthengawu unali womveka - kuiwala masewera olimbitsa thupi, yendani kumayendayenda mu Skechers Shape-Ups ndipo mwamsanga mudzakhala wokongola.
Chidziwitso chinali chokwanira hogwash. Ndipo malondawa anali odzaza mabodza ambiri kuti athandizire chigamulo cholakwika-cholakwika. Kim Kardashian sanalowe m'maonekedwe omwe anali nawo mwa kuvala mawonekedwe. Munayenera kuchita zambiri kuposa "kungomanga nsapato zanu." Ndipo maphunziro a zachipatala omwe adatchulidwa anali chitumbuwa chomwe chinasankhidwa kuti chichirikiza nkhani yonyenga. Patapita kanthawi, ovala nsapato anazindikira kuti atengedwa. Kudalitsidwa kwa $ 40 miliyoni, ndipo anthu amene adagula nsapato anali ndi ufulu wobwezeredwa.
6: POM Yodabwitsa - Yonyenga Imfa
Inde. Kunyenga imfa. Umenewu unali mutu wa ad ad ndipo wogula amaganiza kuti adzagulitsa zakumwa zambiri za makangaza. Ndipo bwanji? Ndipotu, ndani amene sangafune kukhala ndi moyo kosatha pogwiritsa ntchito mabotolo angapo a madzi?
Mwachiwonekere, chidziwitsochi chikudumpha mwachizoloŵezi chokhalira "kupambanitsa zopindulitsa" malire, ndipo chinapita molunjika kwa bodza lathunthu. POM Wodabwitsa sichidzateteza aliyense kubodza imfa. Komabe, bodza silinkaganiziridwa kuti ndilo vuto. M'malo mwake, ngakhale kuti sizinali zoonadi, zikanapangitsa anthu kuganiza kuti zakumwazo zinali ndi ubwino wathanzi, ndipo ASA inkanyengedwa. Chilondacho chinachotsedwa.
7: Ophunzira - Ophunzira Anu Akukufunani Inu
Masamba ngati Facebook ndi LinkedIn ali otchuka kwambiri chifukwa amalola anthu kugwirizana kuchokera padziko lonse lapansi. Ophunzira a "Classmates.com" amapereka mtundu womwewo wa "kuwayandikira ndi kuwagwira" utumiki ... koma pa mtengo.
Malondawa adakuuzani kuti munthu wina, yemwe poyamba anali naye m'kalasi, akukufunani. Koma kuti mudziwe yemwe ali naye m'kalasiyo, muyenera kulembera mamembala a golidi. Inde, mutatha kulemba golide ndi kulowa mu makadi a ngongole, mwamsanga mwawonekeratu kuti palibe amene akukufunani. Linali chinthu chokwanira chogulitsa ubwezi wamwezi uliwonse. Ophunzira a m'kalasi ankafunika kulipira ndalama pafupifupi $ 10 miliyoni potsatsa.
8: Yambitsani Kupititsa patsogolo kwa Amuna - Tengani Zowonjezera, Kuonjezera Kukula Kwako
Nkhani zazikulu. Ndipo zomwe adanena kuti Extenze, ndi wolankhulana ndi Jimmy Johnson (chiwombankhanga) zimapangitsa kuti asamve. Malondawa akuti Extenze supplements anali "asayansi kutsimikizira kukula kwa gawo lina la thupi."
FTC inaganiza zopitamo, chifukwa chinenerocho sichinali kutanthauza "may" kapena "mwina." Ayi, zinthu izi zinali zasayansi kugwira ntchito, ndipo sizinachitike. Ndipo patatha nthawi yochuluka ku khoti, Extenze anayenera kulipira madola 6 miliyoni pa mlandu wotsutsa zamatsenga.
9: Vitamini Madzi - Imwani Izi, Ndizo Zabwino Kwa Inu
Tonse timayanjanitsa mavitamini ku thanzi. Ndipo bwanji ife sitingatero? Mavitamini, kaya amatengedwa monga mankhwala owonjezera kapena gawo la chakudya kapena zakumwa, ndizofunikira pamoyo. Mwa lingaliro limenelo, zakumwa monga Vitamini Water ziyenera kukhala zabwino kwa inu. Ndizophatikizapo zofunikira ziwiri za moyo - madzi, ndi mavitamini. Kuonjezerapo kumanena kuti "kumalimbitsa chitetezo chanu cha mthupi" komanso "kuthandizira kumenyana ndi ufulu wachangu" ndipo muli ndi zakumwa zabwino kwambiri. Koma pamene izo zikutembenuka, ndi chabe dzina lokongola. Ndi zakumwa zina zabwino, ndi botolo lokhala ndi makilogalamu 120 ndi magalamu 32 a shuga.
Coca-Cola, omwe amapanga Vitamini Water, adapeza zosamvetsetseka kuti anthu amaganiza kuti Vitamini Madzi anali wathanzi. "Palibe wogulitsa angasokeretsedwe kuganiza kuti Vitamini Madzi ndi chakumwa chabwino," adatero a Coca-Cola. Posakhalitsa, adakhazikitsa mlandu wa $ 9 miliyoni.
10: Gum Wrigley - Kutchera Gamu Uyu Amapha Majeremusi
Mpweya woipa sichiyenera kukhala wonyada. Kupeza kuti kungofuna chingamu kungathetsere kuvuta kwa makasitomala mu 2009. Koma panali vuto limodzi. The chingamu sizinapha tizilombo konse.
Mtunduwu, wotchedwa Eclipse, unapangidwa ngati mankhwala omwe "amapha majeremusi omwe amachititsa kuti pakhale mpweya woipa." Zidatchulidwanso kuti MBE. Koma National Advertising Division inayesa zogwiritsa ntchito zamatsenga, ndipo sizinayenere khalidweli lopha munthu. Wrigley adayenera kutenga zomwe adazilembazo, ndipo adalipiritsa $ 6 miliyoni pamapeto pake.