Posted by: ashleyarmstrong1 | November 15, 2009

An Example of “Shouting” Marketing

The purpose of marketing advertising is obvious – to increase brand awareness and encourage purchase decisions. However, when done badly it can be a turnoff and have the opposite effect. For example, a friend was recently in Venice and eager to visit the renowned Bridge of Sighs. The bridge is historical landmark built in the early 1600’s. The enclosed bridge is made of white limestone and passes over the Rio di Palazzo to connect the old prisons to the interrogation rooms in the Doge’s Palace. When convicts passed over the bridge they had their last view of the city before imprisonment and was coined the Bridge of Sighs by Lord Byron.

Expecting to see an uplifting example of architecture, my friend was taken aback when turning the corner she was faced with this:

P1030835 P1030839

(“Il Cielo dei Sospiri” Translation: “Heaven of Sighs”)

A historical monument was turned into a larger-than life advertisement. The entire face of the bridge, and the facades of the two buildings along the canal were completely covered in an appalling, giant, garish Geox ad.

After doing a bit if internet research, it’s possible that this monstrosity could be due to sponsorship of reconstruction for the surrounding buildings. Does this justify the shocking,  in-your-face ad and make you want to buy a pair of Geox shoes? In ‘Groundswell” the authors call this technique “shouting” at your customers –  getting your message out as loud as you can. In this case, it may be an effective way to increase brand awareness, but does it increase positive brand equity?

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