Is Advertising Innovation the Same as Shocking? Cover Image

Is Advertising Innovation the Same as Shocking?
Is Advertising Innovation the Same as Shocking?

Author(s): Renáta Machová, Erika Seres Huszárik, Zsuzsanna Tóth
Subject(s): Business Economy / Management, Methodology and research technology, Marketing / Advertising
Published by: Reprograph
Keywords: shockvertising; shocking adverts; innovation; generations; generation marketing;

Summary/Abstract: Shockvertising is an innovative advertising technique that purposely attempts to gain and keep attention with horror and disgust. What makes fantastic marketing? The greatest marketing campaigns are those that are memorable. They are the ones that resonate with your audience and really create an affinity between your customer, the messaging, and the product or service. In order to obtain accurate and relevant information, current science only deals with the controversial and unethical advertising campaigns of companies. In this paper the values of each generation are presented then the concept of generation marketing is discussed in more details, from the advertising innovation point of view. In this research our goal is to find out how various age groups react to this kind of advertising or to innovation advertising. It is examined with the focus group technique, and, in order to extract quantitative data, the mentioned technique is combined with a questionnaire. Our assumptions and hypothesis are supported with statistical data, charts and tests of independence.

  • Issue Year: XI/2016
  • Issue No: 40
  • Page Range: 234-237
  • Page Count: 4
  • Language: English