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Marketing
scandals; bad or something good?

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Marketing
scandals; bad or something good?

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Nowadays, commercials and advertisements

have a great impact on our lives. We watch them every day, usually blindly believing in everything that is said in them: Well, it is a well-known brand, they cannot lie to us, yes? It is a great marketing strategy that force and manipulate us into believing that everything they sell is truly needed. And with these tactics companies certainly beat their competitors and raise their consumer market making themselves a big-name brand. However, sometimes they go too far by implying the things that are attracting to customers, but in reality are simply a lie.

We all know a Dannon yogurt Activia that was once considered like a scientifically proven health product with special components, but in fact was not different from all the other yogurts in the market. Surely, Dannon managed to increase their sales with this particularity, bur once it was discovered, a class action settlement forced Dannon to pay up to $45 million in damages to the consumers.

Another example of a marketing scandal that happened due to attempt to attract customers was with a Wrigley´s gum Eclipse. The manufactures claimed that the extract in gum could possibly kill the germs, comparing its effect to a drug.  In the end, Wrigley agreed to pay $7 million to a fund, which promised to return $10 to each customer.

Have you ever dreamed about the shoes that could possibly help you burn the calories? Well, than be happy – you dream came true! New Balance have invented special technologies and implemented them in their new sneakers, so now you can get slimmer with each step. Imagine the disappointment of the people when they learned that these sneakers don´t have anything beneficial for health in them, in fact they have rather an aggressive impact on the body. Now New Balance has to pay $5 million in compensation.

All in all, all these brands still have managed to achieve what they wanted. Indeed, the sales were increased, and the brands reached their success. Of course, the money were lost and reputation was touched too, but not so many people were aware of this mistakes that were made by the companies. Thus, it can be said that the marketing scandals can be both good and bad.

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1) Cultural Factors (culture, subculture, social classes)

2) Social Factors (family, social role and status)

3) Personal Factors (age, stage in life cycle, occupation, economic circumstances, lifestyle, personality)

4) Psycological Factors (motivation, learning, believes, attitudes)

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The process individuals and groups go through to select, purchase, or use goods, services, ideas, or experiences.

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Download my FREE sales report: http://www.briantracy.com/influence What are people's motivations for buying products? Would you like to learn how to increase your sales by tailoring products to fit different needs? Everyone has certain basic human needs that serve as motivation for him or her to take action, including buying action.