Advertisers have often “pushed the envelope” to gather attention, promote causes, and seek market share.
Recently, several major corporations have adopted policies in their stores and in their marketing that resulted in consumer push-back. For example, Bud Light lost a major portion of its revenue so far in 2023, after an online promotional campaign which featured a “transgender influencer.” Many consumers stopped buying from that company. (By the way, our guest today says that after Bud Light reversed course and focused on traditional advertising, some of their new customers who liked the Dylan Mulvaney promotion also boycotted the brewer because they had backtracked.)
Dr. Rich Kocur teaches management and marketing at Grove City College, a Christian university in Grove City, Pennsylvania. The professor offers us history into “cause campaigns”, some behind-the-scenes insights into how advertising shapes its message, and the impact of two-way communication online. He says social media makes it easier for consumers to complain and to band together. Listen for this expanded conversation on how corporate advertisers are pushing limits, and how their customers often are pushing back.
- For further information: Dr. Kocur also discusses this issue in this online article for the Institute for Faith and Freedom. Read about his insights on advertising and consumer research, as well as his own professional experience with marketing dilemmas which companies can face.