Fly-Posting: An Exploration of a 'Controversial' Medium

I. Black, I. Neville

Research output: Contribution to journalArticlepeer-review

Abstract

This paper investigates the concept of a controversial medium focussing on fly posting and provides insights into the attitudes held on it, the controversies surrounding it, its media effects, and on how these issues affect sponsoring organisations. Overall, the findings from the group depth interviews paint an attractive picture for potential users, as target groups of younger informants hold positive overall attitudes towards the medium. Indeed, rather than offending, fly posting’s illegality and covert use were found to further enhance its ability to communicate effectively with this group. In contrast, older respondents held a range of negative views, suggesting that fly posting is not inherently controversial but it can become so in combination with audience and executional factors. Our main contribution is that we provide evidence on which to caution organisations about putting the goal of engaging with youth segments above their responsibility to other customer groups, employees, and society. (PsycINFO Database Record (c) 2010 APA, all rights reserved)
Original languageEnglish
Pages (from-to)209-226
Number of pages18
JournalJournal of Marketing Communications
Volume15
Issue number4
DOIs
Publication statusPublished - 2009

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