Here is a bummer.
You sell an on target media program only to see your client, a small or mid-sized advertiser create bone-headed ad creative so self-serving and uncommunicative it will surely fail.
You can see the train wreck coming. When the ad campaign bombs in the pages of your magazine or web media you will loose the business, your fault or not. Speak up and you could be seen as ungrateful and critical.
Here is a great piece of research you can use to take the "consultative" path and save the day. This JWT/Ad Week survey is a perfect discussion starter, that shows how the average American sees advertising and describes the kind of advertising he or she likes and does not like.
Use it on a sales call
Show them the chart posted here and invite discussion.
The public actually likes some kinds of advertising. 74% say they like informative factual advertising and 80% say they like smart, entertaining advertising. There are also very big negatives against advertising in general.
Ask your client, in a nice way, if he or she thinks her ad creative is strong enough to overcome these general negatives. Ask your client if their ad creative is inline with what consumers find appealing.
You should have the whole study printed out and in your bag in case your client wants to see more. It's only a few pages long and has nice easy to read charts.
If your client's ad creative campaign succeeds you will have an easier time renewing the ad contract. Your time to act is before the bad creative goes to market.