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- W2296119772 abstract "The article focuses on research which found that shock advertising with hot or controversial topics often do not create buzz or develop into successful guerrilla marketing campaigns. The study suggests that marketers and brand managers need to find the so-called sweet spot where a provocative advertising image generates interest and people talk about it, but does not make people feel uncomfortable." @default.
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- W2296119772 date "2014-04-01" @default.
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- W2296119772 title "When controversy sparks Buzz-and when it doesn't" @default.
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