Negative Advertisement of a sucessful brand or product by any channel, Is it a part of promotion, Jealousy of a competitor or this happens by mistake ?
I saw a movie in which a very well renowned matrimonial site was used by an actor and the result from it was horrible, rather he rejected all of the guys on face . actually he was looking for a Groom for his daughter. Now i didnt understand whether company paid them to advertise like that or any of the competitor, in that movie.
Answers (2)
Steve B
Director of Broadcast Strategy at ITV plc
Best Answers in: Advertising (14), Direct Marketing (3), Energy and Development (3), Green Products (3), Mentoring (2), Corporate Governance (2), Organizational Development (2), Project Management (2), Market Research and Definition (2), Green Business (2), Staffing and Recruiting (1), International Law (1), Employment and Labor Law (1), Business Development (1), Public Relations (1), Pricing (1), Communication and Public Speaking (1), E-Commerce (1), Software Development (1), Using LinkedIn (1)
Hi Varun,
This just goes to show that when you start doing business your organisation becomes part of the community and can be discussed by anyone else in the community with or without your permission.
Unless your commentators can be sued for libel or slander your only option is to make the brand the best it can be. Even if they could be sued you should think twice about doing so.
If it was product placement the marketing team should have been aware of the context it would be used in and prepared the business acccordingly. If not they should be fired.
If the product was used without permission (and it is unlikely they could prevent this) the marketing team should be thinking about how the exposure can be used to their advantage (carefully). They may choose to run a campaign promoting their success rates. If they guarantee results or a refund or discount on other services they might like to make an offer to the character e.g. 'nothing in life is guaranteed. With brand X, Y% of customers find the partner they seek. If you don't, brand X will give you a discount on tickets to see Z movie at your local cinema'.
Handled sensitively, it is possible to find an opportunity in almost any situation.
Have fun with the ideas generation...
Steve
Octavio B
Corporate Strategist ★ Business Leader ★ Management Consultant
Best Answers in: Organizational Development (146), Change Management (75), Staffing and Recruiting (74), Career Management (66), Using LinkedIn (65), Mentoring (38), Personnel Policies (34), Professional Networking (30), Business Analytics (25), Planning (25), Corporate Governance (21), Labor Relations (21), Starting Up (21), Small Business (19), Business Development (16), Job Search (15), Project Management (15), Compensation and Benefits (14), Customer Service (12), Branding (12), Ethics (8), Education and Schools (7), Freelancing and Contracting (7), Occupational Training (7), Quality Management and Standards (6), Communication and Public Speaking (6), Public Relations (5), Regulation and Compliance (4), Resume Writing (4), Sales Techniques (4), Advertising (3), Web Development (3), Internationalization and Localization (2), Internet Marketing (2), Manufacturing (2), Market Research and Definition (2), Positioning (2), Professional Organizations (2), Business Plans (2), Blogging (2), Enterprise Software (2), Car and Train Travel (1), Certification and Licenses (1), Accounting (1), Auditing (1), Venture Capital and Private Equity (1), Economics (1), Financial Regulation (1), Mergers and Acquisitions (1), Risk Management (1), Government Policy (1), Viral Marketing (1), Customer Relationship Management (1), Lead Generation (1), Search Marketing (1), Currency Markets (1), Hedge Funds (1), Non-profit Management (1), Packaging and Labeling (1), Product Design (1), Professional Books and Resources (1), E-Commerce (1), Computers and Software (1), Telecommunications (1)
Hi Varun,
Using negative advertisement of a successful brand or product is a very risky proposal from the perspective that brand awareness in the minds and hearts of its customer base is the result of an emotional perception about how valuable is the product perceived, what kind of aspirational needs this product could fulfill and what should be the perception of a superior social status that such a product could deliver to its customers.
Being so, the drivers that justify a buying decision are predominantly emotional, and are based in feelings, emotional appreciations and perceived customer needs satisfaction where positiveness, optimism and joyful expressions are helpful resources in inducing buying decisions in skeptical customers..
Based in this perspective, a positive advertisement of product as part of a consciously developed branding strategy is a must to create a positive response, an emotional image and a rational perception in its customer base through an impacting advertisement campaign, a top-notch graphic design, an impacting package and an effective marketing effort.
When a unscrupulous competitor makes a comparative advertisement there is the possibility of making negative advertisement of a competitive product using depreciative jargon, introducing false descriptions and making negative reviews in a way that could be unethical and deliberately confusing for the naive customer.
Relevant to this theme, I am including links to 3 questions that I have posted sometime ago in Linkedin Answers:
1. How do you know when is the right time for adjusting your Brand Personality according your business strategy, and what would you do in a recessive scenario?
2. How does an organization can be transformed it into a customer-centric company?
3. What would you do if a growing percentage of your company’s products and services behave like commodities?
I hope this helps you.
Octavio
