Shock marketing: important factors for implementation in technological industry, an exploratory study

Abstract

Previously a lot of research has been carried out on numerous marketing panaceas including shock marketing and how to works. The perceptions it develops in the minds of the consumers, and how it creates a longer lasting impact. Although it had quite a negative effect and viewers get quite offensive by shock appeal in advertising but it has grown to be a popular and attracting medium to not only raise awareness about a brand but also improving message retention in the minds of the consumers. This trend has specially been seen in the fashion industry where shock advertisement has been helping create the buzz it needs in the fast and dynamic fashion market. But an absence of shock marketing has been seen in other industries. This study aims to explore the factors that effect the successful implementation of shock marketing in technological industry. It will try to study factors that are common with fashion industry (industry where shock marketing has been most successful) and try to explore the complications and obstacles that marketers might face in its application. The article carries out focus group discussions and interviews with marketing experts to explore possibilities and challenges in its replication in tech industry. The study also presents findings regarding the responses of different segments towards shocking tech adverts.