SARCASM IN MARKETING (CASE STUDY OF THE BANK ZUNO)
Journal Title: Megatrendy a médiá - Year 2016, Vol 3, Issue 1
Abstract
As per Merriam-Webster´s online dictionary, sarcasm is “the use of words that mean the opposite of what you really want to say especially in order to insult someone, to show irritation, or to be funny”. In regards to new-age marketing, sarcasm is one of very popular PR tools how to attract attention of potential clients, especially the ones of so-called Generation Y, also called Millennials. Generation Y (born in between 1977 and 1994), currently the youngest productive generation, becomes more and more often the target group of newly launched projects – such as newly born branches of already existing companies, brand new trademarks that aim to attract them and slightly more aggressive marketing tactics that our parents were not used to when marketing, as a sales communication methodology, was officially born in the last century. While speaking of successful implementation of sarcasm as the vehicle tool used to attract new potential customers, a great example of an extremely effective targeting for such a sarcastic campaign was the launch of trade mark ZUNO, a daughter brand of Austrian Raiffeisen Bank International, aimed at Middle and Eastern Europe market that was for the first time employed in 2011 in Slovakia, as the sample market.
Authors and Affiliations
Jana Hubinová
Keywords
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