Shock Advertising as a Source of Public Awareness - Research Proposal Example

 Shock Advertising as a Source of Public Awareness 1. Proposed Topic Area   Yes No 1. Have you clearly indicated the discipline or sub-discipline in which your area of interest resides?     Shock advertising is a marketing tool used to create extended exposure for a specific initiative. Using this advertising technique creates controversy and discussion increasing public awareness of the advertiser’s message. The proposed project is to determine the effectiveness of shock advertising and whether or not deliberately offending the audience by violating accepted social, religious and ethical norms is an appropriate and useful marketing technique. The focus of this study is to analyze how shock advertising exploits global media in propelling its message. This research will be looking at specific major advertising campaigns including the British Heart Foundation (BHF) campaign “Give up before You Clog Up”, VeriChip’s “I’ve Got You under My Skin”, and Benneton’s HIV advertising. 2. Proposed Working Title   Yes No 1. Have you clearly indicated the particular focus or areas of focus that you will address within your chosen topic area?     2. Are you sure this is not a strategic question? (check Fisher 2007, p. 34)     Shock advertising as a source of public awareness: Assessing offensive advertising in an era of democratized and instant communication. 3. Proposed Research Aims   Yes No 1. Have you been explicit about what is it that you are trying to find out or resolve?     The goal of this research is to determine if shock advertising is an affective use of advertising budget. The research will conclude whether or not shock advertising is more effective at delivering a message to the target audience versus a more traditional approach. The BHF bought an entire commercial break in peak airtime on ITVl to run a two minute shock commercial. To increase viewers, teasers have been broadcast to increase interest. “The teaser activity encourages the public to request text or email reminders to watch the ad, and to send emails encouraging their friends and family to do the same via a dedicated website at www.2minutes.org.uk.” (Donnelly, 2009). This is proven over and over to be a very effective technique. The BHF’s “Give up before you clog up campaign” inspired thousands of people to quit smoking, making it the most successful anti-smoking campaign ever (BHF, 2006). In a shock advertising campaign, the advertiser creates controversy causing the public to discuss the ad being broadcast increasing the overall exposure. Even a localized campaign will be broadcast on the Internet via blogs, Facebook, You Tube and other Internet functions triggering widespread discussion of both the ad and the message being conveyed. If the campaign is well structured and a clear message is expressed, the advertisement will continue to expand without an increase in advertisement cost. An example is an ad that “portrayed a young girl being slapped around the head, the results were positive. The campaign saw a 33 percent increase in awareness of the charity and a 50 percent rise in the people wishing to donate.” (Williams, 2009) However, if the advertiser produced a shock campaign just to be controversial with no valuable message or purpose, there will be little advantage as the public will be outraged at the tactics and little discussion of the purpose will occur. As Woodward (2005) supported that, “What one person finds humorous another might find offensive." 4. Research Context   Yes No 1. Have you provided a clear indication of why this is a business and management related topic of interest?     2. Have you been explicit about the organisation/ the organisational section/ region/nation, and feasibility of data collection?     When an advertiser has a clear and definitive message to convey to a specific target audience, the use of shock advertising could potentially provide dramatic improvement in exposure per advertising pound. As Gallanis (2009) stated, “The multi-media approach is the best way to get the most mileage out of the advertising dollar”. Previously, shock advertising could be limited and networks could refuse to air controversial commercials. However, with the advent of cable, these pay stations were more willing to air these commercials and were not susceptible to the same regulations and public stations. The ads became increasingly controversial. As communication technologies evolved with the Internet, email, instant messaging and other services, these ads could be run or even reproduced on these platforms without the advertiser having to pay for these to be broadcast. For example, these controversial ads are often broadcast on You Tube reaching millions of viewers. Even if people just watch to see what the controversy is about, the message has been passed to that individual. As Hodge states (2009), ““We all know that judging the fine line in this 'You Tube' world is no easy task. Every week it seems someone, somewhere in the communications free-for-all lifts the bar on the bizarre”. When a message needs to grab attention quickly, a combination of shock advertising and modern technology is the most effective method. As Gallanis (2009) further explored it that technology is changing so rapidly that everybody has to be primed, positioned and willing to change the way they advertise. 5. Outline Literature Review   Yes No 1. Have you provided an overview of work in the field?     2. Have you ensured you include ‘authors & arguments & themes’?     3.   Have you critiqued in depth, the work of at least two authors in relation to: their choice of research methods, their findings and their conclusions?     4. Have you ensured that this section links directly to your Research Questions?     Purpose of Shock Advertising Shock advertising is an effective strategy for sending a powerful message that quickly grabs the attention of the audience. As Kilby (2009) states, “Shocking campaigns are like road accidents: you don't necessarily want to look, but you just can’t resist”. Effectiveness of Shock Advertising Shock advertising works in two key aspects: it generates discussion creating widespread broadcast of a message regardless of positive or negative reaction by the viewing audience and when done in a strategic manner, it does produce effective results. Producing a shock commercial just to be shocking is risky and can backfire. However, when an important message needs to be sent and create impact at the same time, it can be very effective. As Hoffbrand (2008) states in one of his article, "Sometimes shock tactics are warranted to demonstrate what your cause is combating, but regular shock tactics cease to be shocking. Then they are pointless and not warranted. They must be treated with care, and always be relevant and appropriate". Quickwise conducted a research survey to review public opinion of the effectiveness of shock advertising. According to their research outcome “The research clearly shows that shock tactics still work: consumers believe that a shocking campaign gets its message across effectively. Indeed, there is some support for the idea that the more shocking and controversial the executions are, the more successful the campaign is. This survey shows that shocking imagery does still have an impact even on today's world-weary consumers, but it also suggests that such tactics should be used for important campaigns, such as public-health announcements, rather than being hijacked by consumer goods manufacturers.” Also, many advertisers feel the need to do what others are doing or even to produce something more shocking then the previous. Consequently many organizations, especially charities, have used negative publicity as a marketing tool since many charity issues are in themselves controversial, so how better to cut through apathy and ignorance than with a “campaign that pulls no punches” (Blackburn, 2006). Examples of Shock Advertising for Public Awareness Many associate shock advertising with sales tactics, but this method is often used to convey health and social issues to the younger generations as these styles of advertisements best relate to today’s youth. Knowing your target audience is essential when developing any marketing strategy, but is especially important when using riskier approaches such as controversial imagery. Shock advertising is a natural method for charitable organizations and awareness groups as “the shocking situations depicted in the fundraising materials of the majority of charities are justified by the nature of the cruelty and injustices they are trying to prevent” (Hoffbrand, 2008). “Perhaps the most striking use of shock tactics, however, is in informative campaigns. Triangle Group creative director Nick Presley tells of a mad safety promotion that Triangle created for Transport for London (TfL). The campaign ran in just six London cinemas, over three weeks, yet managed to reach an audience that ran into the tens of thousands” (Kilby, 2009). The effectiveness of this ad was not just the shock value, but also the speed at which word spread about the ad. According to Kilby (2003) that Shocking promotions, though, can create massive short-term impact via national press coverage--and in the long term if they prove legendary--and they don't have to cost much to execute. Whether you advocate the use of shock tactics or not, they are surely here to stay; after all, campaigns that shock stick in consumers' minds. Shock is relative: in creative terms, tactics will vary widely according to the target market and the product concerned, but it is essential that the promotion delivers the right offer at the right time. It is important though to review the potential reactions of the ads based on usefulness of the ad. Reviews indicate that people do not want to see offensive images just because someone wants to be different. With the continuing emergence of shock tactics, the ASA (Advertising Standard Authority) has dealt with an escalating number of public complaints regarding its appropriateness. This has resulted in a number of advertisements being banned. For example, Sophie Dahl received 1000 separate complaints from the public regarding the word FCUK being printed in big bold letters on billboards all over the UK. The ASA ordered the billboards be taken down stating that, the advertisement, as a poster, was "sexually suggestive and likely to cause serious or widespread offence” (Coyler, 2006). Additionally, Barnardos who like Benetton is an exceedingly controversial user of shock tactics through disturbing images, was also subjected to such repercussions. These advertisements included a computer-generated image of a newborn baby with a cockroach crawling out of its mouth, another with a syringe coming out of its mouth and another with a meth bottle establishing a link between child poverty and a life of drugs and alcoholism. They were banned on the grounds that “the advertisers had used shocking images to attract attention and that the photographs were likely to cause serious or widespread offence" (Carvel, 2003). Shock Advertising and Modern Technology Shock advertising initiates controversy. Whether an individual positively or negatively responds to the ad, the more outrageous it is, the more that individual will discuss it. This discussion gives the ad a wider viewing audience without paying additional costs. These ads might be emailed, posted on You Tube or numerous other Internet channels. Now a campaign can be promoted nationally or even globally. As an example, “A more recent ad for Canadian workplace safety features a glowing young chef describing her fiancée, whom she'll never marry, she says, because she's about to be in a ‘terrible accident.’ She then slips and scorches her face with a cauldron of boiling water. The series of ads, all based on real accidents, has collected 1.7 million YouTube views.” (Bennet 2008). Traditional methods of advertising were limited by the technologies available. Advertisers had a more limited choice of mediums such as TV, radio and hard copy print ads that could be found on billboards, magazines or even newspapers. However, as technology advances, advertisers are starting to realize the potential of the internet. The target audience is key in determining the best method of communicating a message. The younger generation is more apt to view an ad on an Internet site or on TV then in a newspaper for example. Morgan states that media's past was anchored in content people consumed at the same time in the same place, such as movies in theatres, or at the same time but in different places, such as shows on TV and radio and news in papers and magazines. He insists that media is now shifting more and more toward an on-demand future. Even today, with a little bit of work and money, most people can access virtually any kind of content they want wherever, “whenever and however they want it”. 6. Research Questions (s)   Yes No 1. Have you briefly outlined your research question(s) and articulated clearly what exactly you intend to find out.     2. Do these questions link directly to the work outlined in the Literature Review Section above?     3. Have you explained what key operationalisable concepts you are interested in using?     4. Have you expressed your question(s) which can be answered in the time available (feasibility), rather than as vague expressions of what you might do?     5. Do your questions pick up the key themes explored above in the outline literature and do they link directly to the research strategy that you describe below?     1. The research will address the question of whether or not shock advertisements are effective and in what circumstances they are effective or not. For example, shocking images and graphics that serve no particular purpose or message tend to be less effective and accepted by the public. 2. Also being addressed is understanding the importance of identifying the target audience. The younger generation is more tolerant of and accepting of this method marketing method and more likely receptive to shock advertising as traditional methods are more likely to be ignored. 3. The value of the modern technology as a means of expediting a specific message to a widespread audience without increased costs to the marketing budget. This is especially important in non-profit organizations where funds are limited. 7. Research Strategy/Methods   Yes No 1. Have you provided a clear description of how you plan to carry out your research?     2. Have you explained why you have chosen particular research methods?     3. Have you clearly identified your population and sample(s)?     4. Have you identified what data you anticipate collecting?     5. Have you indicated what forms of analysis you propose to undertake?     6. Have you identified the major sources of risk (e.g. over reliance on a single individual/company, access requirements, time requirements)?     Saunders et al (2000) proposed an inter-linking model of research methods and strategies (Fig 1). In this section, the researcher will use his described research philosophy, and will explain that how this is considered in this study by taking both a positivist and interpretive view (interviews, questioners, observation) to make a fair assumption. Below reasons are provided for selecting each method. Secondary Research The first step is to conduct secondary research which is reviewing various library and internet articles to find supportive evidence to address the listed research questions. This process included analyzing the validity of numerous potential sources and building an adequate bibliography (minimum 20 sources). It is essential to review each source critically, take notes, and consider how the information supports the thesis. Primary Research Primary research will also be conducted to continue gathering research using a more quantitative research method. For example, one method will be formal observation. One example is going directly to You Tube. By entering “shock advertising” as the search criteria, uploaded commercials are displayed http://www.youtube.com/results?search_type=&search_query=shock+advertising&aq=f In addition to reviewing the types of commercials posted, the site also displays how many times a specific video has been viewed. There are also comments displayed by viewers who wish to provide feedback. This demonstrates how Shock ads become widespread quickly and it provides very specific numbers. Research will also be conducted in the form of interviews. Responses to the interviews will be recorded either by note taking, or by recording the conversation electronically. Around 100 questioners will be distributed equally amongst NTU students and general public to get the response from young emerging generation and conservative local public. These questionnaires will be used to collect quantitative data to determine viewer response to shock advertising and evaluation of the effectiveness of these campaigns. Approximately 40 students of different disciplines and levels (undergraduate and postgraduate) at Nottingham Trent University will be interviewed. Research will also include feedback from the general public view from various locations at Nottingham. The population would be considered homogenous in terms of age, sex and occupation to get insight into the consumer’s awareness and decision-making process. Although this data holds, a slightly smaller priority, it will also be important considering it allows the researcher to collect relevant data from specific target groups such as how smokers are directly affected by shock advertising. A deductive research approach will be used going from the general to the more specific. This is a process whereby through a series of logical steps conclusions can be reached based on valid premises. 8. Ethical and legal concerns Yes No 1. Have you provided a clear description any potential ethical concerns within your project, including during the collection of data or presentation of findings?     2. Have you described how you will preserve confidentiality and anonymity of organisations and individual respondents?     3. Have you ensured you have discussed means for respondents to know about the research and their role within it, and that their participation is voluntary according to the principle of informed consent?     4. Have you considered whether any good or harm may caused by the research to individuals or organisations?     5. Have you discussed if there any ethical guidelines in the field (e.g. from professional bodies) that you will be following? 6. Have you discussed how you will ensure that any data held on respondents is to be processed according to the Data Protection Act 1998, and stored according to safe practices (e.g. in a secured (electronic) container)?     In dealing with a topic as controversial as shock advertising, there will be some ethical concerns regarding the primary research aspect of the project. Interviewees may be asked to view offensive commercials or discuss issues that may be uncomfortable. There will also be risk in conducting research with a target group who will be singled out because of specific personal habits such as smoking. It will be important to properly inform all participants of the nature of the questions being asked and the topics being discussed so these volunteers may opt out of the research process upon request. As Loue (2002, p 147) noted the importance that that “participants be afforded sufficient privacy ad confidentiality to safeguard their interests and ensure that they are not simply viewed as a means”. Furthermore, all the respondents will be briefed about the topic and its restrictions and assurance will be guaranteed in terms of verbal and nonverbal information provided according to Data protection Act 1998. 9. Schedule   Yes No 1. Have you identified the key stages and dates for activities that must be completed before others can start?     2. Have you identified what problems with access can you anticipate?     3. Have you identified what activities are necessary in their own right and which are conditional on others being completed?     To conduct the research, it is very important to have clear structure and research schedule. Keeping on schedule is essential in order for the project to be completed on time. Therefore, the researcher has decided to first complete the secondary research section because it will help the researcher to get further in depth of the problem. Secondly, research questions will be distributed at different locations of Nottingham. Then, semi structured interviews will be conducted. At the last stage, the written draft will be revised before submission. Brief information of the research dissertation processes is also provided in the table below: Project time table Target date Duration to achieve the task Task to be achieved 17th of June -------------------------------------------------------- Project proposal reviewed and re-submitted Start of July 2 weeks Literature review extended for further secondary research Mid of July 1 week Distribute questioners End of July 1 weeks conduct interviews Start of August 2 weeks Primary data collected and analysed End of August 1 weeks Further writing up and analysis End of August and start of September 2 weeks Finding revised (if further room for research)Draft revised as necessary and submitted 10. General Guidelines Yes No 1. Have you avoided using lists or bullet points?     2. Have you just described an author or author’s work instead of explaining or critically evaluating it?     3. Have you clearly linked the paragraphs within each section, and the sections themselves?     4. Have you proof read your work and ensured there are no spelling, grammatical, or copy errors?     5. Have you ensured that you have included a complete set of references in Harvard format?     References Bennett. J., (2008).  This Is Your Brain On Scary Ads [online]. Available at: http://find.galegroup.com/ips/start.do?prodId=IPS. [Accessed 09.06. 2009 ] BHF, (2006). British Wasting Vital Time Questioning Heart Attack Symptoms [online]. Available at: http://www.emaxhealth.com/93/8322.html [Accessed 26.03.2009] Blackburn. J., (2006). Wit and Imagination Deliver the Biggest Shock of All [online]. The Guardian. Available at:http://society.guardian.co.uk/voluntary/story/0,,1941485,00.html [06.04.2009] Carvel. J., (2003). Child poverty advertisements banned [online].The Guardian. Available at : http://society.guardian.co.uk/campaigning/story/0,,1103491,00.html [Accessed 05.04.2009] Coyler. E., (2002). Offensive but effective? [online].Brand Channel. Available at: www.brandchannel.com/features_effect.asp?pf_id=84 [Accessed 05.04.2009] Donnelly. A., (2008). BHF to run two-minute primetime ad. Marketing (00253650) 4-4. Available at: Business Source Primer [Accessed 08.06. 2009]. Gallanis P. J., (2000). Consistent message applies to Web, too. Discount Store News.   Available at: http://www.proquest.com.ezproxy.apollolibrary.com/ [Accessed 10.06. 2009]. Hodge. M., (2007). Pushing The Brand Boundaries. NZ Marketing Magazine. Available at: http://search.ebscohost.com.ezproxy.apollolibrary.com/login.aspx?direct=true&db=bth&AN=25003071&site=ehost-live.[Accessed 08.06. 2009] Hoffbrand. J., (2008). When does 'hard-hitting' become a step too far?. Precision Marketing (20) 10,10. Business Source Complete, Availabe at [Accessed 08.06. 2009] It still pays to go on the offensive. (Dec 2, 2004) " Marketing Week.   32. General OneFile. Available at: http://find.galegroup.com/ips/start.do?prodId=IPS>. [Accessed 12.06. 2009 ] Kilby. N., (2003). Worth the scandal? Shock tactics are an increasingly common promotional tool--they garner media coverage and get brands noticed. But when does 'startling' become 'offensive and alienating’?. Marketing Week 26.36 53(3). Available at: http://find.galegroup.com/ips/start.do?prodId=IPS. [Accessed 09.06. 2009 ] Loue. S., (2002). Research Ethics: Theory and Practice. New York: Kluwer Academic Morgan. D., (2008). The End of The Shared Media Experience?. Advertising Age 79, no. 11: 30-30. Academic Search Complete [Accessed 13.06. 2009]. SAUNDERS, M., LEWIS, P., THORNHILL, A., 2000. Research Methods for Business Students, 2nd ed. UK: Financial Times Prentice Hall, p. 85. Williams. M., (2009). Does shock advertising still work?." Campaign (UK): 11-11. Available at: Business Source Complete [Accessed 08.06. 2009]. Woodward. D., (2005). When Incorrectness is a Political Ploy. Director Publications Ltd [online], 58(9), 38. Available at: Business Source Premier [Accessed 28.3. 2009]. Read More