Cheap jokes are not worth the negative attention

09/13/2013 | Andy Sernovitz blog

Some brands recklessly risk their reputations in search of viral attention by making cheap jokes that are more likely to alienate than help customers, writes Andy Sernovitz. For example, many people found a Kmart advertising campaign that played on the words "Ship My Pants" in poor taste, a bad move when many of its customers are parents and seniors, Sernovitz writes.

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