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Wording can make or break any campaign

A print ad for the Toronto Argonauts will be taken down from subway cars and stations because the wording suggestions the promotion of domestic violence, according to a recent NBC report.

The campaign message reads "Home is where the heart is. It's also where we hurt people." The ads aroused many complaints, including a grievance from Michael Layton, of the Toronto City Council, who wrote the team a letter to express his distaste for the message.

David Bedford, vice president of marketing and communications for the Argonauts, told Sports Business Daily, "We didn't look at it in the context of domestic violence and we probably should have, given that we've had a handful of complaints."

The Times Herald-Record reported that a poorly worded message is an example of a marketing campaign that lost focus. The news source explained the importance of keeping press releases, marketing materials and messages on target, so consumers can understand the information and remember it. The news source also recommends not straying too far from the five W's and H (who, what, where, when, why, and how) when deciding what information to keep and what to get rid of in a marketing campaign.

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