Impact of Shock Advertising on Brands

Effects of Shock Advertising on the Company’s Performance and Brand Image

According to Vellnagel (2011), shock advertising is a deviation from the conventional mode of advertising as it focuses on evoking mixed reactions from the target audience since it tends to contravene personal ideals and social norms thereby it ignites a conversation surrounding the company, its brand image, and even its products and services. Ultimately, this is the overall objective of shock advertising, which is to get people talking about the company (Vellnagel, 2011). The founder of Benetton Group, Luciano Benetton and its creative director and photographer, Oliviero Toscani who spearheaded the company’s shock advertising campaign concurred with this argument since they were of the opinion that the key function of advertising was not to sell anymore but rather to create publicity for the company. The publicity was aimed at communicating about the company’s values and what it stood for, and they hoped that the audience will relate to this message thereby develop loyalty towards its brand mission, and even its products and services.

According to Shimp (2010), the aim of marketing campaign of advertising it to properly position the brand image of a company within the target audience/market. However, the nature of shock advertising is that it cannot guarantee whether the brand image has been properly positioned or not since it always results in mixed reaction from the target audience i.e. some will applause the unconventional marketing message while others will rebuke the message as well as the company and its brand in totality (Parry et al, 2013).

Using case examples from Benetton Group and other companies write about positive impact of shock advertising on a company’s performance and brand image. This should be supported by literature that states the impact of positive brand image.

Using case examples from Benetton Group and other companies write about negative impact of shock advertising on a company’s performance and brand image. This should be supported by literature that states impact of negative brand image.

Benetton’s Decision to Drop the Use of Shock Adverts and Return to the Use of More Conventional Adverts in 2001

Obviously, it reached a point the company was constantly gaining wrong publicity thus damaging its brand image, which contravened the main mission and objective of using shock advertising. The shock adverts spiraled out of control and the company was becoming more involved in trying to restore its brand image arising from negative backlash owing to numerous negative publicities. This definitely meant that the unconventional advertising strategy was becoming less effective compared to conventional advertising.

Analyse the negative consequences Benetton suffered prior to 2001 from shock advertising, which justify its return to use of conventional adverts. Use literature and a few examples from other companies where negative publicity damaged the brand image leading to a decline in performance.

Analyse the positive impact conventional adverts had on their company after their reintroduction in 2001 thus justifying their use. Integrate literature and a few examples from other companies where negative publicity damaged the brand image leading to a decline in performance.

Yeo Valley Organic

How did the company’s 2010 campaign benefit the company’s performance and brand image?

Looking at the 2010 campaign use literature to show how the four young famers rapping in the video advert made Yeo Valley to appear hip, cool, and young much to the pleasure of younger audience. This helped to debunk the myth that organic yoghurt is an exclusive for the wealthy.

In terms of performance, the case study documents on the number of viewers who saw the advert on X Factor and the spiral effect of drawing audience to their website.

What could be the potential disadvantages of that and following marketing campaign The Churned “Forever”

Compare the two adverts and show how they differently portray the brand image. The 2010 video advert was a carefree rap song showing the simplicity of the brand but The Churned “Forever” advert was well choreography and more flashy thus depicting the Yeo Valley as a high class brand, which reverted it back to its initial position whereby organic products were perceived to be a reserve for the wealthy.

Use literature to show how adverts associate products and/or services to certain consumer category i.e. Apple products are promoted as ideal for sophisticated, tech savvy, and wealthy consumers.

Yeo Valley’s website

The Website’s reflects the company brand strategy of not only promoting its organic products but also the farming lifestyle and process of making the organic Yoghurt

A view at Rachel’s page communicates directly about the company’s main product and the fact that it is organically made. On the other hand, the Yeo Valley’s website failures to communicate about its flagship product, which is its organic Yoghurt

References

Parry, S., Jones, R., Stern, P., & Robinson, M. (2013). 'Shockvertising': An exploratory investigation into attitudinal variations and emotional reactions to shock advertising. Journal of Consumer Behaviour, 12(2), 112.

Vellnagel, C. C. (2011). Semiotics and Shock Advertisement: How and with which semiotic means do advertisers create a shocking effect?. Munich: GRIN Verlag GmbH.

Shimp, T. A. (2010). Advertising, promotion, and other aspects of integrated marketing communications. Mason, Ohio: South-Western Cengage Learning.