One of the key things in advertising is to deliver a clear message. If your ad looks like something but the ad copy is for something else, you will not always connect and when you do, you will wind up with a confused viewer.
Ran into a perfect example of that this morning:
This just screams "Pharmaceutical" but if you read the copy, you will see that they are selling lubricating fluids for use while machining.
I can see the company wanting to separate themselves from the rest of the oil companies but this is not the way to do it...
