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Essay / Research Paper Abstract
This 19 page paper examines the use of controversial marketing. The paper begins by defining controversial marketing and the different way is may be seen, using numerous examples to illustrate point raised. The paper then considered how purchase decision are made and how controversial marketing fits in with marketing theories. The paper then applies these ideas to a case study, using Gucci as an example of controversial marketing. The bibliography cites 12 sources.
Page Count:
19 pages (~225 words per page)
File: TS14_TEcontrv.rtf
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Unformatted sample text from the term paper:
goals of the campaign. The initial message may be of the existence or availability of a product, subsequent messages may be to communicate why the product (or service) should
be bought, how it is different, what the benefits are, or other advantageous characteristics or associations. There are a range of different
tool that can be used when marketing, including different ways of presenting a message, such as association advertising. However, in a consumerist society there is a high level of advertising
and for communication to be effective it needs to be received as well as sent. Problems may include overshadowing, blocking and latent inhibitions. These may prevent the message being received
or the contents being taken in and absorbed. Tactics have been developed in order to overcome resistant to receiving the message, one
of these has been the use of controversial campaigns. There is an adage that says not publicity is bad publicity. This looks to the way in which brand awareness will
increase the potential audience and as such potential sales. Te controversial aspects used may be shocking images, politically sensitive subjects or any other aspect that will gain attention.
The value may be questionable when negative publicity is received, or the individual receiving the message does not respond as desired to the advertisement. However,
the practice continues, and maybe seen as growing in terms of number of companies or organisation seeking to use this tactic, as well as the proliferation of controversial marketing campaigns.
The purpose of this paper is to consider how and why controversial marketing campaigns take place what they seek to achieve and if
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