A content analysis of an attempt by Victoria's Secret to generate brand mentions through provocative displays

A content analysis of newspapers from around the world and transcripts of American TV shows was performed to measure increases in brand mentions of Victoria’s Secret after the company used provocative window displays in two shopping malls in Wisconsin and Virginia in the fall of 2005. Results showed differences in press coverage after the controversial tactic was employed. Brand mentions increased 15 percent overall, but there appeared to be a media effect; frequency of brand mentions decreased 19 percent in newspapers, but increased 38 percent in TV shows. Brand mentions were significantly more frequently negative overall in the week after the displays were launched than the week before. Brand mentions in both newspapers and television stories were significantly more negative after the displays than before. The controversial strategy had no effect on whether the brand mention landed on front pages or in story leads.