When controversy sparks Buzz-and when it doesn't
研究发现，带有热点或争议话题的震撼广告往往不会引发热议或成为成功的游击营销活动，营销人员需找到既能激发兴趣又不让人不适的平衡点。
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.