Is Advertising Innovation the Same as Shocking?

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 aff...

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Bibliographic Details
Published inJournal of Applied Economic Sciences (JAES) Vol. XI; no. 40; pp. 234 - 237
Main Authors Machová, Renáta, Huszárik, Erika Seres, Tóth , Zsuzsanna
Format Journal Article
LanguageEnglish
Published Reprograph 2016
Subjects
Business Economy / Management
Marketing / Advertising
Methodology and research technology
innovation
shocking adverts
generations
shockvertising
generation marketing
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Summary: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.
ISSN:1843-6110
2393-5162