Citas bibligráficas
Daniel, S., Aroste, S. (2021). Publicidad controversial: ¿Contribuye al valor de la marca o es un enfoque riesgoso? [Trabajo de Suficiencia Profesional, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/658703
Daniel, S., Aroste, S. Publicidad controversial: ¿Contribuye al valor de la marca o es un enfoque riesgoso? [Trabajo de Suficiencia Profesional]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2021. http://hdl.handle.net/10757/658703
@misc{sunedu/3073734,
title = "Publicidad controversial: ¿Contribuye al valor de la marca o es un enfoque riesgoso?",
author = "Aroste Gómez, Sandra Angélica",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2021"
}
Advertising is a tool that has a very clear purpose for marketing, which is to position products or services in order to add value to the brand. In this regard, controversial advertising can hurt the susceptibility of consumers and, therefore, have a negative effect on the acceptance of advertised goods and services. To study this particular marketing activity, a review of the literature was done to analyze the impact of controversial advertising on the value of the brand. In this review, positions in favor of this form of advertising have been found, while other authors pointed out a contrary perspective and, ultimately, neutral positions have been found. Conclusions and recommendations aimed at the business and advertising sector are presented, analyzing the disadvantages or benefits that controversial advertising may have for organizations and brands. Likewise, new lines of research related to the subject are suggested.
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