Xbox ‘Bang’ Advertisement

The advertisement is projected in a fashion so that it appears everyone in the scene is part of a first person shooter game trying to kill each other with their weapon (their finger!). Everybody has their hands shaped as a gun and shouts ‘bang’ when they shoot to mimic a gunshot. People begin to crumple to the ground as if they have been shot dead.

All in all, a great creative and interactive advertisement that draws in the viewer from the outset with the tense undertones opening the advertisement. An advertisement that undoubtedly possesses viral qualities for people to spread to their friends in social media channels too.

The Airline Industry & Internal Marketing: Part 1

Industry Sector Overview: A Highly Competitive Industry

  • Market Drivers

The Economy and Business Travel

Oil Prices: A Constant Fluctuation

Market Segmentation: Business & Leisure Travel

  • Internal Market Environment for Airlines: Geo-Location Bases Services

Capacity: Sector Is Becoming More Aggressive with Low Cost Carriers

Low Cost Airlines: South West Airlines & Ryanair Business Model

Positioning and Branding: A Need for Strong Strategic Direction and  Brand Differentiation

Reduced Competition: Increase in Consolidation and Alliances Among Airlines

AND

  • Understanding the Customer Perspective

Overview: Continued Growth & Travel

Corporate Customer Perspective: the Importance of Punctuality and In-Flight Service

Personal Customer Perspective: Holiday and Leisure Breaks – Destinations and Prices

Analysis of the Business Model and Strategic Management at Irish Betting Company Paddy Power

The document detailing the content below can be provided on request.

  • Company Profile: Paddy Power PLC
  • Analysis of Board Composition and Competencies
  • Analysis of Key Performance Indicators (KPI’s)
    • Key to Success of Paddy Power
    • Growth in Core Areas of Business
    • Market Share Price
    • Financial Statements: Profit / Loss Statement
  • Analysis of Managerial Strengths & Weaknesses
    • Unique Business Model: e.g. Offering Diverse Options in Online Betting
    • Strong Strategic Planning Underpinning Expansion and Growth
    • Board of Directors and CEO
    • Expansion of Products into Markets
    • Rise of Spread Betting: Riding The Wave
    • Successful Entry Into Australian Market: Acquisition of Sportsbet
    • Increase in Brand Value and Brand Awareness
    • Creative and Controversial Marketing and Advertising Campaigns

Implicit Quality of Surprise and Shock

Due to the fact that shock advertisements have the implicit quality of surprise and shock, they are often deemed to be more effective and memorable. Similarly, the respondents pointed to these qualities for justifying the use of shock tactics in advertising.

I think some of it is that it catches your attention, it is the surprise element of it when you see the advertisement.’

Yes definitely the surprise element is 100% shock. If you can see what is going to happen then you won’t be shocked and therefore the ad wasn’t clever enough.’

‘Yea that surprise thing. And it’s that thing that when you see it you will put it up on Facebook or Twitter it and tell your friends to check it out. Either it’s f****d up or its hilarious or even just look at it and tell me what you think!’

Although it can be said to be particularly advantageous to use shock advertisements for their surprise and shock potential, this must also come with a footnote. The respondents’ insights shows that advertisers must recognise that shock is the primary appeal being used to hold the attention of people. This causes the ever-present issue in advertising to re-submerge, which is the need for creativity and originality in new advertising campaigns. By its very nature surprise and shock will cause peoples threshold levels to be lowered somewhat by repeated exposure. But due to these qualities, shock advertisements retain a greater potential for advertisement recall and the ability to ‘stick in [your] mind’ as each respondent put it.