Outrage, shock signs of a job well done for some marketers

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What you say: 63% - With Super Bowl commercials presenting robots killing themselves and two men sharing a candy bar that results in a kiss, it would appear that marketers are shocking the public on purpose. And 63% of respondents agree that risqué ads are contrived.

"It's great when marketers push the envelope, and I do think those are the ads that people remember. Never Forget 1-31-07 'Aqua Teen Hunger Force!"' said Cameron Johnson, creative/production, The Times-Herald.

"Isn't it obvious? Look at the Orville 'Deadenbacher' campaign from Crispin," said Scott Eldredge, director-manager of marketing/advertising, Dykema Marketing. "They will tell you that they absolutely intend the reactions they get. It's for publicity and buzz. Advertisers ... want gimmicks and stunts, because you can measure an instant spike in the talk around your brand."

"Why let a few comments dictate an ad program? Big deal, you lose a few thousand consumers," said George Penz, CEO, Interactive Comm Group.

"Brands seeking a 'bad boy' or naughty personality have made of habit of this over the years," said Drew Neisser, CEO, Renegade Marketing Group.

But Nancy Peterson, general manager, Bridgeworks, thought "It's gone too far. Cleverness and creativity are far more attractive, effective and engaging."

So are advertisers trying to outrage? "Absolutely. ... How else to explain the bad ideas, bad creative, and just overall bad taste of many of the ads being thrown in our faces today?" said Laura Zimmerman, attorney/consultant, Ernet-Van Praag.
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