Exploration of Controversial Marketing Communications in Australian Business

This research paper explores the reasons why some controversial marketing communications fail while others succeed in the Australian business world. It analyzes the impact on customer behavior and identifies the factors influencing controversial marketing failure. The study aims to shed light on the importance of controversial marketing communication and its effects on the growth and success of organizations.

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Exploration of the reasons why some controversial marketing communications fail whereas
others succeed in the Australian business world
Name of the student
Name of the university
Author note

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Table of contents
1.0 Introduction................................................................................................................................3
2.0 Problem statement.....................................................................................................................4
3.0 Aim and objectives....................................................................................................................5
4.0 Justification of the potential output of the research...................................................................5
5.0 Conceptual framework and hypothesis development................................................................6
5.1 Significance of marketing communication in current business scenario...............................6
5.2 Controversial marketing trends..............................................................................................8
5.3 Impact of controversial marketing on customer behavior.....................................................9
5.4 Hypothesis of development.................................................................................................11
6.0 Methodology............................................................................................................................11
6.1 Research approach and data sources....................................................................................11
6.2 Proposed data collection and analysis technique.................................................................12
6.3 Organization of the study.....................................................................................................12
6.4 Budget, project activities and Gantt chart............................................................................13

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1.0 Introduction
In the current business scenario, the marketing communication has become one of the important
contributor in the growth process (Rowley, 2016). Based on the effective marketing
communication process, it becomes easier for the company to develop the relationship with the
customers. In other words, it can also plays an important role for developing the marketing
communication mix. However, in the current scenario, inappropriate implications of marketing
communication tactics, the controversial situation in the market create the negative impact on
brand image. In the emerging industry, marketing communication has become an important
strategic tool in terms of gaining the effective position in the market (Rundh, 2016). By
continuing this, it can also be said that business revenue as well as market share highly get
influenced based on the communication tactic adopted by the companies. Although marketing
communication has brought huge improvements in case of establishing strong brand image in the
market, but it is also true that some of the cases the bad marketing process, not only the bad
image gets influenced but also can bring the drastic impact on the sales revenue in an
organization. The bad marketing can bring the drastic consequences in an organization, which
can create challenges in of maintaining the competitive position in the market (Serrat, 2017). By
continuing this, it can also be said that based on the emerging business scenario, increasing
completion between the companies, it has become challenging for satisfying the emotional as
well as logical needs of the customers.
In the current digital age, ample numbers of multi-media stories in the market grabbing the
attention of large numbers of customers in every day (Batra & Keller, 2016). It is also true that
based on the subjects of the multimedia stories the controversies and deliberate violence are
being provokes. Some of the cases the company adopts, Shock marketing tactics are being

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adopted in case of assuring the customers regarding the controversial activities for speaking the
interest of wide population. In some of the cases, spreading some controversial marketing tactics,
the profits in the organization is being driven. The purpose of this study is to explore the factors
that drive the controversial marketing communication practices and those impact on the
Australian trade sector.
2.0 Problem statement
Depending on the viewpoints of different marketing communications, it can be said that the
business firms are being influenced based on the emerging business practices in the market
(Baltes, 2015). In the emerging business environment mass media advertising is playing the
important role for satisfying the emotional needs of people by pursuing them towards the specific
service Idea or product. however investigating on the nature of consumers on the offensive as
well as controversial ads it has been identified that some of the cases offensive ads not only e
influence the emotional needs of the customers negatively but also these are driving the negative
growth impact on the organization.
In the 21st century advertising is not only driving the positive business growth but also based on
the materialistic values manipulation of facts as well as eroding the credibility of the content the
advertising processes are being criticized (Buil, Catalán & Martínez, 2016). Depending on the
criticism from the customers the destruction of audience attention as well as attitude towards a
product or brand can bring the potential loss in the market. Some of the cases based on the
manipulation of advertising offensive deceptive and annoying behavior of the company can get
reflected. It is true that due to increasing competitive business environment commercial
marketing practices have become normal and in this case the chances of getting high response
cannot be denied. however it is also true that before introducing controversial add it is very

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important for the organization to understand if the ads can influence the positive relationship
between consumer and the management or not. It has been identified that due to the controversial
ads consumer behavior towards a particular product or service gets changed.
3.0 Aim and objectives
The aim of the research is to analyze the impact of controversial marketing practices and those
impact on the consumer behavior. The research will also shed light on the factors that influences
the controversial marketing failure in the Australian market. The research has aimed to develop
the argument based on the failure of different controversial marketing communication strategies
adopted in the Australian market.
 To identify the impact of controversial marketing communication on the customer
satisfaction
 To analyze the factors that influence the controversial marketing failure
 to evaluate the interrelationship between controversial marketing communication and
successful organization in Australia
Research question
 What are the impacts of controversial marketing communication on the customer
satisfaction?
 What are the factors that influence the controversial marketing failure?
 What is the interrelationship between controversial marketing communication and
successful organization in Australia?

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4.0 Justification of the potential output of the research
In the current business scenario, controversial marketing communication has become an
emerging business topic. The controversial marketing communication practices have not only
influenced the current business growth proves, but also it has brought strong impact on
determining the different behavioral aspects of the customers (Bleier & Eisenbeiss, 2015). The
study aims to highlight the importance of controversial Marketing Communication in case of
driving the positive as well as negative business growth of an organization. In this research paper
the researcher has tried to describe the factors which can be considered as the major contributor
for driving the controversial marketing practices. It is true that due to changes in Lifestyle and
changing consumption trends behavioral aspects of the people get changed. The Research
question will identify the interrelationship between business growth and controversial Marketing
Communication practices in the context of Australian market. In this research different
theoretical aspects of marketing practices can also be e identified which can enhance the problem
solving abilities of the organization by bringing innovation in the marketing process (Balmer,
2017). Based on the academic benefits it can be said that the research will ensure the further
scope of evaluating the future marketing strategies which can ensure a firm to sustain in the
competitive business environment for the long run.
5.0 Conceptual framework and hypothesis development
5.1 Significance of marketing communication in current business scenario
Marketing communication is being defined as an important method for the companies in case of
conveying the message in a unique as well as creative manner to the potential target market
(Fortenberry Jr & McGoldrick, 2016). The process of Marketing Communication can be done
either indirect or direct manner.

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Develops strategic vision
Analyzing the importance of marketing communication in the current business scenario it cannot
be denied that in case of developing the effective strategy vision, the marketing managers bring
various market opportunities for the company (Blakeman, 2018). It is also true that based on the
marketing communication process the distinctive identity of the organization in the market can
be effectively developed. On the other hand it is also true that in case of shaping the strategic
vision as well as strong brand image based on the communication attributes and features the
products and services are being introduced to the customers.
Brand awareness
In other words it can be said that the concept of branding is totally dependent on the promotional
process as well as we should adopted by the organization. In the competitive business
environment it is very important for the organization to develop the effective Marketing
Communication practices so that creative networking service can be developed (Valos et al.,
2016). It is also true that due to increasing marketing competitiveness the marketing
communication practice is being considered as a unique selling proposition of particular service
and product.
Strategic tool for gaining competitive advantage
In the globalized business environment marketing has become one of the important tools that
ensures the competitive advantage in the market. On the other hand it can be said that marketing
is the only tool that can develop an effective human relations. In the current scenario, both the
direct marketing practices have been introduced in the market for improving the PR practices
(Sabri, 2017). With the effective contribution of different media channels, Television, Radio,

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digital marketing tools and commercials, the marketing communication helps to develop the
strong interaction with potential customers.
Attracts talent
Innovative Marketing Communication strategy not only focus on attracting the potential
customers but also it plays an important role in case of attracting the Talent towards the
company. The human resource management department using the marketing communication
process as an important tool for hiring the efficient employees. Using the effective marketing
process job advertisement it is being released for grabbing the attention of talented employees
who willingly get connected with the company (Gurrieri, Brace-Govan & Cherrier, 2016).
Boosting profits
Through the effective marketing communication process rate of profitability in the company gets
highly influenced. Developing the strong relationship with the customers it aims to fulfill the
emotional as well as logical needs of individuals. Therefore it can be said that by gaining the
competitors advantage marketing plays the role of backbone of sales department. Depending on
the creative as well as innovative nature of strategic marketing can ensure the increasing
profitability rate as well as long-term sustainability of the company in the market (Kadić-
Maglajlić et al., 2017).
Customer relationship management
In the current business scenario Marketing Communication has become an important tool for or
developing the customer relationship. Due to socio economic opportunities as well as changing
consumption Trends of the customers it has become challenging for the companies to satisfy the
needs of the potential target market. In this situation the marketing department focuses on

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understanding the needs as well as demands of the customers so that automatic improvement
through the communication process can be introduced.
5.2 Controversial marketing trends
In the last few years the controversial marketing practices have become highly popular in the
market. Due to its huge impact on the customers mind most of the cases the companies generate
the controversial Marketing. Rather than investing in the brand development process the
controversial marketing has become more effective to gain the higher rate of profitability.
Analyzing the current controversial marketing trends it cannot be denied that in the year 2017,
the Search Engine Optimization has brought huge traffic in the internet. In case of enhancing the
User experience most of the cases the website pages are being designed in attractive manner
(Wang et al., 2018).
Depending on the viewpoints of different marketing communications, it can be said that the
business firms are being influenced based on the emerging business practices in the market
(Baltes, 2015). In the last few years the influencer marketing practices have come long way.
Rather than investing in the traditional marketing practices the companies have focused on
developing the marketing plan based on the influencer marketing practice. The majority of
marketing investors have started investing in the influencer marketing trends so that huge
customer popularity as well as strong appearance in the Global trade industry can be ensured.
Due to changing social economic status rather than focusing are supporting the particular brand
blindly the customers have focused on growing their own brand based on their own market
analysis (Kadić-Maglajlić et al., 2017). In the year 2019, the companies have started making
partnership with the influences for establishing long term value on customers mind.

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It cannot be denied that social media has become one of the important platforms in which the
controversial marketing strategies are been successfully implemented. It is also true that the
influencer marketing practices have high risk rather than the traditional marketing practices.
However its fastest response as well as huge difference in profitability the controversial
marketing practices are being highly appreciated by the companies.
5.3 Impact of controversial marketing on customer behavior
In case of achieving the higher rate of profitability as well as achieving the business quotes
advertising has become essential in any business. However in the current business scenario based
on the changing consumption behavior of the customers controversial ads have become popular
in the market. It cannot be denied that some of the cases due to the controversial contents of the
ads the companies face failure in terms of developing the effective Marketing Communication.
There are two different categories of controversial advertising such as offensive products and
controversial products. In such cases the violent execution of the advertising content of product
emotional appeals of the customers get hurt. Including the sexiest as well as breakfast execution
of controversial ads rather than increasing the rate of profitability in it can drive the negative
impact on the business environment (Kadić-Maglajlić et al., 2017). In case of ensuring the
acceptance as well as rejection of any product in the societal level the contribution of society in
the decision making process is very important. It is also true that some of the cases it becomes
impossible for the companies to promote the controversial products. In terms of satisfying the
cultural religious moral and social segment of the society the companies face huge challenges.
In the 21st century advertising is not only driving the positive business growth but also based on
the materialistic values manipulation of facts as well as eroding the credibility of the content the
advertising processes are being criticized. Depending on the criticism from the customers the

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destruction of audience attention as well as attitude towards a product or brand can bring the
potential loss in the market. Some of the cases based on the manipulation of advertising
offensive deceptive and annoying behavior of the company can get reflected (Buil, Catalán &
Martínez, 2016). In case of grabbing the attention of large numbers of audience the controversial
advertisements are being introduced in the market. Media advertising Agencies play the
important role for driving the advertising campaign. Examining the People's attitude towards the
controversial marketing practices it has been examined that depending on different variables
such as class religion culture level of education and gender the reaction of the customers gets
changed. Some of the TV controversial advertisings which focus on gender differences and
religion can bring controversial impact on people's perception towards the brand.
5.4 Hypothesis of development
H1 H0: Controversial marketing communication does not have impact on
consumer behavior
H1: Controversial marketing communication does have impact on consumer
behavior
H2 H0: Controversial marketing brings the negative impact on market share
H2: Controversial marketing brings the positive impact on market share
H3 H0: There is no significant correlation between controversial marketing
communication and successful organization
H3: There is significant correlation between controversial marketing
communication and successful organization
H4: H0: Controversial marketing failure does not bring any impact on customer
base of the company

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H4: Controversial marketing failure does bring impact on customer base of
the company
6.0 Methodology
6.1 Research approach and data sources
Following the quantitative data analysis technique the researcher will collect the data from both
the primary and secondary sources. In case of collecting the primary information survey method
will be conducted. Selecting the total numbers of hundred customers by following the random
sampling method survey will be done. On the other hand using the authentic journals articles and
books the secondary information will be collected by the researcher. As in this research the
discussion will not introduce any new model and theories in that case deductive research
approach will be adopted.
6.2 Proposed data collection and analysis technique
Population: In case of collecting the information, random customers will be selected who are
aware of different advertising controversies.
Sampling: Using the random sampling technique, information will be collected from total
numbers of 100 customers.
Variables and analysis
In this research the interrelationship between organizational success and the controversial
marketing communication will be highlighted. Using the qualitative data analysis techniques, the
information will be presented. In case of sharing the quantitative analysis, different charts, tables
and graphs will be used.

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6.3 Organization of the study
Figure: Structure of the research
(Created by author)
1. In the first chapter the aim and objectives of the research paper will be described.
2. In the literature review chapter the different concepts based on the controversial marketing
practices will be highlighted
3. The third chapter will shed light on the research methods, which will be used for collecting the
research information.
4. Chapter four the data which will be collected from different sources will be presented in this
chapter.
5. In the Chapter 5, collected data will be analyzed in proper manner.
6. Chapter 6 will highlight the recommendations and future scope of the research paper.
IntroductionChapter 1
Literature reviewChapter 2
Research MethodologyChapter 3
Presentation of dataChapter 4
Analysis and interpretationChapter 5
Conclusion and RecommendationsChapter 6

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6.4 Budget, project activities and Gantt chart
Sufficient budget is very important for conducting research project in proper manner. In case of
conducting the research, $5000 will be allocated. In case of conducting the research, the
secondary data which will be collected from text books and journals, will require access fees. On
the other hand, purchasing the data secondary sources and for the analysis and data structuring
process the funding is needed.
Purpose Estimated amount
Literature review $2000
Data collection $1500
Data analysis $1500
Total Budget Estimated $5000
Project activities and schedules
Activities 1st to
3rd
Week
4th to
10th
week
11th to
13th
Week
14th to
17th
Week
18th to
21st
Week
22nd
to 23rd
Week
24th
Week
Research on the market
for identifying the
problem

Data collection from
secondary sources
 
Creating layout 
Literature review   
Analysis and
interpretation of
  

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collected data from
primary sources
Findings of the data  
Conclusion of the study 
Formation of draft  
Submission of final work 

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7. Reference list and bibliography
Balmer, J. M. (2017). Corporate heritage, corporate heritage marketing, and total corporate
heritage communications: What are they? What of them?. In Foundations of Corporate
Heritage (pp. 111-151). Routledge.
Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the
Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.
Batra, R., & Keller, K. L. (2016). Integrating marketing communications: New findings, new
lessons, and new ideas. Journal of Marketing, 80(6), 122-145.
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Bleier, A., & Eisenbeiss, M. (2015). The importance of trust for personalized online
advertising. Journal of Retailing, 91(3), 390-409.
Buil, I., Catalán, S., & Martínez, E. (2016). The importance of corporate brand identity in
business management: An application to the UK banking sector. BRQ Business Research
Quarterly, 19(1), 3-12.
Eagle, L., & Dahl, S. (Eds.). (2015). Marketing ethics & society. Sage.
Forbes.com (2019). Retrieved from: https://www.forbes.com/sites/tomward/2018/12/18/the-
influencer-marketing-trends-that-will-explode-in-2019/#712cdd5b2786 [Accessed on 31st
May, 2019]

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Fortenberry Jr, J. L., & McGoldrick, P. J. (2016). Internal marketing: A pathway for healthcare
facilities to improve the patient experience. International Journal of Healthcare
Management, 9(1), 28-33.
Gurrieri, L., Brace-Govan, J., & Cherrier, H. (2016). Controversial advertising: Transgressing
the taboo of gender-based violence. European Journal of Marketing, 50(7/8), 1448-1469.
Kadić-Maglajlić, S., Arslanagić-Kalajdžić, M., Micevski, M., Michaelidou, N., & Nemkova, E.
(2017). Controversial advert perceptions in SNS advertising: The role of ethical
judgement and religious commitment. Journal of business ethics, 141(2), 249-265.
Rowley, J. (2016). Information marketing. Routledge.
Rundh, B. (2016). The role of packaging within marketing and value creation. British Food
Journal, 118(10), 2491-2511.
Sabri, O. (2017). Does viral communication context increase the harmfulness of controversial
taboo advertising?. Journal of business ethics, 141(2), 235-247.
Serrat, O. (2017). The future of social marketing. In Knowledge solutions (pp. 119-128).
Springer, Singapore.
Valos, M. J., Haji Habibi, F., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016).
Exploring the integration of social media within integrated marketing communication
frameworks: Perspectives of services marketers. Marketing Intelligence &
Planning, 34(1), 19-40.

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Wang, Z., Deshpande, S., Waller, D. S., & Erdogan, B. Z. (2018). Religion and Perceptions of
the Regulation of Controversial Advertising. Journal of International Consumer
Marketing, 30(1), 29-44.