Does Controversial Advertising Still Work? Four New Zealand Case Studies

aut.embargoNoen_NZ
aut.thirdpc.containsNoen_NZ
dc.contributor.advisorHyde, Ken
dc.contributor.authorHays, Mila
dc.date.accessioned2018-11-14T03:10:33Z
dc.date.available2018-11-14T03:10:33Z
dc.date.copyright2018
dc.date.issued2018
dc.date.updated2018-11-14T00:20:35Z
dc.description.abstractThis thesis addresses the question, do controversial methods of advertising still work? The research considers four New Zealand case studies: 2 Cheap Cars, 30 Seconds, Hell Pizza and the New Zealand Transport Agency (NZTA). Interviews were conducted with marketing managers for each brand, and secondary sources of information were consulted. The findings show that controversial advertising methods can work very well for a brand as long as guidelines and strategies are in place. All four brands have been successful in using controversial methods of advertising. Some will continue using this approach and some may prefer to stay away from it for a time, despite previous success. This research can help other marketing managers to see how controversial methods of advertising can work for their brands.en_NZ
dc.identifier.urihttps://hdl.handle.net/10292/12008
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.rights.accessrightsOpenAccess
dc.subjectControversialen_NZ
dc.subjectAdvertisingen_NZ
dc.subjectNew Zealanden_NZ
dc.subjectMarketingen_NZ
dc.subjectBusinessen_NZ
dc.titleDoes Controversial Advertising Still Work? Four New Zealand Case Studiesen_NZ
dc.typeThesisen_NZ
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Theses
thesis.degree.nameMaster of Businessen_NZ
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