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Promotional Product Strategy
Tuesday
Feb282017

Shock Them Into Submission?

Previously I have blogged about shockvertising and whether it is actually effective. Most of the conversation normally centres around whether the ads are culturally acceptable or not (which seems to be a moving feast). This may well have an impact on the likeability or the spread of an advertisement but has no relevance to effectiveness.

Are you antagonising for antagonising sake? There is some merit in antagonistic marketing; you can gain highly motivated fans who think the same way and have been waiting for a like voice. The flipside is that if you are not certain of your target market then you may be missing, or worse alienating the very people you are trying to connect with.

With all the  Hollywood zombie and horror movies which are so prevalent now, along with the graphic and gruesome computer games etc, how shocking can an advertisement really be. We are now somewhat a desensitized society. 

Those who believe in shock tactics from entertainers to advertisers are reaching so far out there it is almost ridiculous. Are they really remembered long after the airing? Even if so, what do you remember the shock itself or the core message - the product.  After all is that our job as marketers - to sell product?

So the question is, will the message of your product get through, If the shock tactic is so far removed from your brand what recall will be left with your target audience?

On Channel 7’s Sunrise program last week we discussed the most complained about advertisements on 2016. Just because the Ad Standards Bureau approves an ad it does not confirm its effectiveness.

You can view the segment here;


In a previous blog on Does Sex (still) Sell I mentioned the following statistics re the influence women have on automobile decisions. Do you think Ultratune commercials are in line with these stats?

1. Women buy more than half of the new cars in the U.S. and influence up to 80% of all car purchases

2. Women request 65% of the service work done at dealerships

3. Women spend over $200 billion on new cars and mechanical servicing of vehicles each year

4. Forty-five percent of all light trucks and SUVs are purchased by women

Further market research suggests that women influence the buying decision of a luxury  car in 68% of purchases. Is your marketing attracting or alienating the hugely influential group?