Analysis of brand ~ anti-advertising fit

Abstract

An average modern consumer is exposed to more than 5000 ads on daily basis. In a quest to making impressions & securing consumer attraction, over the years, brands have been exploring multiple channels to reach end users. This has eventually paved way for emergence of highly intrusive ad campaigns. The facts that brands are closing in on the personal space of consumers through WhatsApp, email marketing campaigns, bombarding them with unnecessary ads signals that traditional advertising is going under. When the public has been tolerating an abundance of advertising attempts on a daily basis, brands which empathise with their inconvenience and come up with techniques which establishes an amicable parallel would strategically attract viewers, and hence would sell more. One such marketing technique is negative/anti marketing. The research tries to estimate the right anti-ad technique for a given brand, selling a specific message. It tries to understand what anti-ads are, how they perform in comparison to the traditional ads, the efficiency of different anti-ad techniques and how they fit with a particular brand, optimal plan for the execution of an anti-advertisement roll out.