When controversy sparks buzz--and when it doesn't

• Autores: Jonah Berger, Zoey Chen
• Localización: Harvard business review, ISSN 0017-8012, Vol. 92, Nº 4, 2014, págs. 27-28
• Idioma: inglés
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• Resumen

  • The article focuses on research which found that shock advertising with hot or controversial topics often do not create buzz or develop into successful guerrilla marketing campaigns. The study suggests that marketers and brand managers need to find the so-called sweet spot where a provocative advertising image generates interest and people talk about it, but does not make people feel uncomfortable.