Negative Advertising, Marketing and Publicity

In the changing market conditions, marketing has witnessed the emergence of various new forms. One of the contemporary marketing strategies is Negative Marketing. What is Negative Marketing Exactly? It can be defined as a technique/tool used by marketers to enter the market using twisted and risky methods in which products/services are promoted in a provocative way that creates controversy, with the intention of spreading and keeping them in the memory of the targeted segments as long as possible. In other words, making use of the audience's negative feelings of anger, rage, and annoyance and creating a buzz about their product/service and consequently, can have a positive effect on the sales of the company. An Example of Negative Marketing For example, Nike's marketing campaign featuring Colin Kaepernick with the slogan: "Believe in something. Even if it means sacrificing everything. Just do it.". This campaign caused great controversy as some people supported it while others (...) Read more? Sign up for free 16-6-2020

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