Chapter 2: Marketing Flashcards
(8 cards)
1
Q
What is Controversy
A
Publicly taking a position that not everyone will agree with, approve of, or support.
2
Q
What is the use of Controversy
A
Effective way to grab attention
3
Q
Give an example of People using Controversy in Marketing
A
Donald Trump/ Geert Wilders/ Arnold
4
Q
Ways to use Controversy
A
- Attack the market leader
- Use facts about the industrie (real or not)
- Use of steroetypes in marketing material
- Making fun of competitors
- Highlight bad sides from competitors
5
Q
Different types of Controversy marketing
A
- Use of unexpected facts (germs in high class hotels)
- Taboo campaigns (Sex/ Drugs/ Nude/ )
- Use of steroetypes (woman shoes/ Woman cant drive)
6
Q
What people generally think about a particular offer or company
A
Reputation/ Brand image
7
Q
How does reputation arise
A
When people talk to one another
8
Q
Why does Reputation work
A
Make sure the product benefits them and other people will think highly of their decision
