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Negative Werbung ist erfolgreich
Veröffentlicht am: 31.07.2015 | Letztes Update am: 08.10.16 | Lesezeit: 2 Minute/n

Werbung im Unterbewusstsein

Kunden können eine Werbung lieben, ob und wie lange Sie dann allerdings in Erinnerung bleibt ist eine andere Thematik. Doch wie sieht es bei Werbung aus die von Kunden gehasst wird, einer sogenannten “Hasswerbung”. Ist es möglich, dass eine negative Werbung mehr Erfolg hat, als eine gute bzw. positive Werbung? Genau dazu wurde für Neuromarketing-Zwecke eine Analyse beim Superbowl durchgeführt und das Ergebnis war verblüffend.

Neid bei Werbung nutzen

Es handelte sich beim Superbowl um eine Werbung, bei der eine sexy Blondine erotisch einen Salat gegessen hatte, diese langweilige Werbung in Begleitung einer nervigen Melodie war eine musterhafte Erzeugung einer gut umgesetzten Hass-Werbung. Vor allem Frauen sahen die Werbung als sehr nervig an, da es sich ja um eine sexy Blondine handelte und ein natürliches Konkurrenz-Verhalten auslöste. Die Analyse jedoch zeigte hinterher, dass die Werbung zwar sehr negativ und schlecht bewertet wurde aber zugleich sich die Marke der Werbung am besten gemerkt wurde und das von allen Marken und Werbungen am Superbowl.

Kundenerzeugung?

Wird diese Vorgehensweise aber nun Kunden oder ein Branding erzeugen? Definitiv ja, wenn auch erst zu einem späteren Zeitpunkt. Die Marke wird sich nun fest in das Unterbewusstsein der Konsumenten verankern, vor allem bei Frauen. Bei Frauen wird bei jedem Blick auf das Markenlogo ein “natürliche Konkurrenz Verhalten” ausgelöst werden, welches auf Fortpflanzung und Sexualität basiert. Den Effekt bei Männern braucht man dazu nicht näher eingehen, dieser ist ein ähnlicher wie bei Frauen, nur ohne Hinsicht auf Konkurrenz.

Auf den ersten Blick war diese Vorgehensweise einfach eine Erzeugung von “schlechter” Werbung, doch bei einer genaueren Analyse lässt sich unumstritten eine “Marketing-Meister-Arbeit” erkennen.



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