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While some controversial advertising methods have been deemed successful by companies, others have led to downfalls. Recent marketing techniques … Read More
While some controversial advertising methods have been deemed successful by companies, others have led to downfalls. Recent marketing techniques were examined in relation to consumers’ behaviour and opinions on predominately not for profit services which utilised seemingly offensive imagery to engage their audiences. The focus was a collection of print based media including billboards, magazines and newspaper advertisements. The objective was to discuss the effect that the messages had on consumers; if they believed the companies’ goals were reached through marketing strategies. Survey and photo elicitation results demonstrated that the impact of controversial techniques in marketing were fading due to over exposure. Consumers were aware of direct marketing and target audiences, however they struggled to differentiate profitable and non-profit campaigns. Read Less
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