DOES SHOCK ADVERTISING ACTUALLY WORK?

 But like any tactic you have to define it in terms of the strategic goal. So it's not a blanket 'yes' but a 'yes' with a 'but it depends' attached. We've recently been hit with a new wave of anti binge-drinking and anti drink-driving communications. And lately I've even seen a lot of advertising for side air bags using a woman who suffered serious injuries from the lack of them. (As an aside, once again our government tries to advertise its way out of a problem rather than just enforce a side air bags rule with all car dealers and importers!!!!) So what are the conditions that might require, or be assisted by, the use of shock advertising?

1. A category in which it is difficult to break through the clutter of advertising
2. When advertising with a small budget
3. When there are high degrees of complacency and inertia with respect to your advertising proposition
4. When the target audience is suffering from "communications fatigue" ie they are almost immune to the message
5. When you're looking for a strong reaction or response as opposed to just taking a message on-board.

But be warned! If you go for shock value and actually irritate or offend people, they will most likely just reach for the remote and tune you out. And that's what I tend to do with all those anti-smoking, anti-drinking, anti-speeding commercials. Game over. But that's just me.

Finally, today's shock response is tomorrow's yawn response as viewers quickly immunize themselves to your message. And don't you always find it is the ordinary, decent law-abiding person who is shocked while the drug abusing, alcohol immersed, violent wife beating, speeding driver is just too damn busy getting his twisted thrills to watch TV anyway?

If you'd like to know more or are interested to discuss these further please contact me or Denise on 09 5288808.