SOLUTION: HOST 1067 George Brown College Fear Mongering Marketing Research Paper

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Attached.

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Running head: FEAR MONGERING MARKETING

Fear Mongering Marketing

Name of Student
Institution Affiliation
Date

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FEAR MONGERING MARKETING

Table of Contents
Introduction ………………………………………………………………………………………………………………………………… 3
Literature review …………………………………………………………………………………………………………………………. 3
Role of fear-mongering in marketing……………………………………………………………………………………………… 4
How fear mongering works ………………………………………………………………………………………………………….. 6
Examples of fear mongering in marketing ………………………………………………………………………………………. 9
The ethics surrounding fear mongering ………………………………………………………………………………………… 11
Conclusion ……………………………………………………………………………………………………………………………….. 13
References ………………………………………………………………………………………………………………………………… 15

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Fear Mongering Marketing

Introduction
Fear-mongering marketing is a marketing strategy that markets goods using the customer’s
insecurities and fears. The marketing strategy first addresses the fear and insecurities that the
customers might have regarding the respect issue. What follows next is that the marketing strategy
offers a solution to their customers. A practical example is finding a scar on someone’s arm, taking
something sharp, making the scar worse, and selling them an antiseptic and Band-Aid. However,
as you might guess, fear-mongering marketing can turn out to be nasty if it is not used properly.
The marketing strategy can create more fear and insecurity in people than it was before. Many
companies are using fear-based marketing to break through the very competitive business industry.
Surprisingly or expectedly, the organizations are making a difference through using the strategy.
However, we are continuously seeing the use of fear-mongering as a tool used to motivate people
to make decisions (Burgess 1999). The use of fear can be effective or unbearable, depending on
how it is used. The paper will discuss how fear-mongering strategy is used, how effective it is,
how less effective it is, and the ethics surrounding the fear-mongering strategy.

Literature review
With necessity being the mother of invention, the condition to increase the sales among the
businesses has to lead to various marketing strategies. Among some of the strategy invented by
the marketing strategy include the fear-mongering tool. Fear is among the most used and exploited
emotions when it comes to marketing. Fear works effectively since it empowers people towards
changing their behaviors. After many years of research, they have revealed that the fear induced
advertisements are more memorable than positive advertisements. Inducing fear in marketing can

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lead to unforeseen marketing challenges ( Finley, L., & Esposito,2019) In the determination of
the effectiveness of fear induced marketing strategy, several variables are involved in changing
the consumers. The understanding of these behaviors effectively helps in the effective marketing
of campaigns. In this paper, we shall seek to evaluate the role played by fear in marketing critically.
With fear proving to be an effective means in marketing, it plays a significant role, such as
lowering the prices.
Some of the biggest fears that customers often have are spending a lot of money on things
they do not like or do not need. To promote the sales of such goods, it is often effective for the use
of lower prices. In the occurrence that items are less expensive, it is less risker to the customers.
Additionally, through the use of the fear-induced strategy, the company is in a position to use the
free strategy, which helps in getting rid of all the concerns of getting ripped off (Ari, I., & Luqman).
Through the use of this strategy, customers are in a position to get the different products and
services and trying them out, offering the company the chance for a test to dropping of cold cash
on it. Notably, among some of the famous fear-induced strategy to be used include the McDonald’s
massive campaign in the quest of promoting the McCafe drinks where the company offered free
drinks every meal in April. Additionally, there is the tongue in cheek example, which included
Dunkin Donuts, which portrayed a campaign of consumers taking advantage of the free-flying
lessons.

Role of fear-mongering in marketing
Have you ever wondered if scaring customers into buying a product can work? That is an
extremely valid question. Fear-mongering can be controversial because it has received both
positive and negative feedback. The fear-mongering marketing works out well for some companies

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that use them. The marketers have to be careful about the fear tactic that they impose on people.
Lea Dunn argued that people who feel lonely and are not socially active find comfort in brands,
and they feel more connected to the brands they use. The fear mongering strategy can be used to
these people as the target audience (ADAM 2018). The strategy is appropriate for them because
they are .likely to turn to the product and purchase it, out of the now existing fear. If they feel that
the product will satisfy the insecurity that has already been addressed, it only means that they will
buy the product to feel more comfortable with the advantages of the product. When people feel
the emotion of fear, they turn to human beings for comfort. However, if the humans are not
gathered to provide the comfort, they turn to brands that can fill the comfort gap. That means that
brands have the space to fill an emotional gap to people. Anytime they have fear insecurities. Fearbased marketing works when the target audience is triggered by fear, and when people respond by
feeling the intended fear. One reason why fear mongering works is that people do not like to feel
left out on trending. The use of fear, uncertainty, and doubt makes consumers take action on
something immediately.
A good example is when there is an offer on a certain product. During the first few days of
the offer, people are not too keen to take advantage of the presented offer. Sometimes they are too
busy waiting for the last day of the offer. However, the marketer can take advantage of the situation
and impact fear on the consumers. It is easily achievable if the responsible marketer creates anxiety
about the deadline that will attract many customers to participate in the offer (Pinkney & Wong
2020).

The marketer can advertise the offer’s deadline and tell the audience about the

disadvantages of missing out on the request. He can tell the consumers that there will be no such
offer in the future and that very many people have taken advantage of the offer apart from the
people he is targeting. That will trigger very many consumers to purchase the product, with the

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fear of not experiencing such an offer gain and the fear of missing out on something that everybody
participates. The fear of marketing does not revolve around do or die, but it is a do, or miss out on
the trending experience or the good deal. However, fear mongering is not supposed to be
something gloomy, dull or scary. It is supposed to be creative and specific about the most
significant advantages of involving yourself in the advertised brand. With that being said, it means
that fear mongering does not mean that you put a gun in someone’s head for them to buy your
product. Fear marketing increases brand awareness. If the brand is not big or famous enough, the
best strategy to create fame is fear mongering (Lemke 2014). Due to the competition surrounding
the business industry, it is only right for the smaller brand to opt for this strategy because they will
be using too many offers for advertising and marketing. The fear mongering strategy can be
appropriately used to attract more people to gain familiarity with the brand to the final dates of the
request. The best thing about using the method for smaller companies is the uniqueness of the
strategy that most marketers are not using for their brands. Some marketers do not prefer the fear,
mongering technique because of fear of backlash if something goes wrong with the advert. The
strategy is very sensitive because it has a very high chance of getting pure fails. Once the marketing
is done inappropriately, the scene can be too ugly as people will be more pulled away to the product
than been attracted to the brand. People who opt for this marketing technique should use experts
who understand people’s psychology and behavior.

How fear mongering works
Fear mongering marketing works differently for different companies. It depends on how
well the strategy is used. For some companies, fear mongering does not turn out too well because
it receives severe backlash from the audience. The technique works out when fear is instilled in
the audience (Easterbrook 2018). The marketer should be sure about the type of target audience

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that uses the product. After knowing the kind of people who use the product, they can use the
technique based on the facts that they have on their target audience. Installation of fear to the target
audience does not mean scaring them or threatening them about the failure of using the product.
Some companies use the technique, and it does not go too well because they might have scared the
target audience and drawn them away from the brand recognition. Fear mongering is a marketing
tool that can be used in different ways, .like exaggeration of consequences, or by tongue-in-cheek
advertisers. Tongue in cheek advertising can be one of the best strategies to incorporate with fear
mongering strategy. Tongue in cheek is a type of advertising that involves a campaign about a
specific brand. If a brand has decided to do its marketing through camping, then there is enough
space for the brand to incorporate the fear mongering marketing. The marketing strategy can be
included in the whole campaign because the marketer can explain to people the disadvantages of
not using the specific product and insist on the advantages of opting or the brand as their preferred
brand. The other strategy that can be incorporated together with fear marketing is an exaggeration.
Ma…

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