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When Controversy Sparks Buzz--and When It Doesn't
Berger, Jonah; Chen, ZoeyArticle HBS-F1404C-EMarketingIt's no secret that provocative ads are risky. Benetton, for example, has faced numerous boycotts and lawsuits over its "shock advertising." But there's another reason marketers should exercise caution: Topics that are too hot often generate no buzz at all--and the threshold for "too hot" is surprisingly low.Starting at €8.20