Is Controversy a Good Thing in Marketing? Asks Meraki Rose

    GLASGOW, SCOTLAND, June 24, 2015 /24-7PressRelease/ -- Shock advertising is often used to grab the attention of consumers. Advertising that relies on controversial themes is likely to cause problems for a business. But in some cases, the advertisers want the consumer backlash, believing the outrage will bring attention to their products and attract more rebellious folk. But for most small businesses, controversial advertising causes more problems than it's worth. This is known as the third person effect.

About Merkai Rose: http://www.merakirose.com/

Merkai Rose believe that the third-person effect presents a problem for advertisers who use controversial images or subjects, as well as for advertisers who promote products deemed controversial. This is because consumers might consider a message dangerous, not because it has a negative effect on them, but because they believe it will have negative effects on others. For example, a television commercial that uses violent imagery to promote a product. Even viewers who regularly watch programs that contain worse imagery might be offended at the commercial. They fear others don't have the self-control they do, so they imagine the commercial will have negative consequences.

Examples of controversial advertising include the recently banned Protein World advert. A formal investigation was launched into an advertisement for Protein World after a campaign asking viewers if they were "beach body ready". The Advertising Standards Authority (ASA) confirmed it had launched an investigation to establish whether the advert breaks harm and offense rules or is socially irresponsible (The Independent 29th April 2015).

One of the leading charities to benefit from the Ice Bucket Challenge has hit back at social media criticism to its follow-up campaign, called 'Last Summer'. The Motor Neurone Disease Association's new campaign centred on real people who were diagnosed with the condition in the wake of the Ice Bucket Challenge. There was one particular poster for the 'Last Summer' campaign that caught public attention, after social media users spotted it at London Underground stations. The ad showed 33-year-old Michael, with the caption: "Last Summer I was the only person I knew who didn't do the ice bucket challenge. Five months later I was diagnosed with motor neurone disease." Some commentators interpreted this statement to mean that not participating in the Ice Bucket Challenge was the reason Michael was diagnosed with motor neurone disease (Marketing Magazine 2nd June 2015).

Merkai Rose is an outsourced sales and marketing firm based in Glasgow. The firm use event marketing techniques to increase their clients' market share. The firm has found that personalised direct event marketing campaigns are more effect than traditional forms of advertisings that include TV, poster and online advertising. This is because the firm can build a relationship at the initial point of sale which is then maintained during the customer/client relationship.

Merkai Rose is an outsourced sales and marketing firm based in Glasgow. The firm use event marketing techniques to increase their clients' market share.

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