Covert Marketing: A Virtual Media Communication Vehicle
Consumers' suspicion towards traditional marketing techniques, led marketers to try the virtual media communication form called disguise advertising as other forms of messages. The examples include making advertisements resemble news items (Aditya 2001; Levine 1993; Richards 1992), the infomercials in the '90s that disguise advertising as TV programs (Levine 1993; Lacher and Rotfeld 1994), making celebrities use the products in their real lives or in films (Aditya 2001), feeding media information using public relations (PR) activities like brib- ing journalists with gifts and making TV stations use the footages from press releases (Gillin 2006). Because of the prevalence of virtual media, the marketing practices that conceal the real sources (marketers) with disguised sources have posed both ethical and policy concerns. This article proposed a new typology that covered the comprehensive scope of disguised marketing practices, discussed the deceptive nature of this marketing technique from the consumer behavioral view- points, and conducted a 2 x 3 experiment to test the hypothesized relationships. The results suggest that an implicit message, disguised source’s preference, is likely to be conveyed in covert marketing and thus results in high a deceptive tendency.
Volume (Year): 13 (2010)
Issue (Month): 35 ((1))
|Contact details of provider:|| Postal: 6 ROMANA PLACE, 70167 - BUCHAREST|
Web page: http://www.rei.ase.ro/
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- McGuire, William J, 1976. " Some Internal Psychological Factors Influencing Consumer Choice," Journal of Consumer Research, Oxford University Press, vol. 2(4), pages 302-19, March.
When requesting a correction, please mention this item's handle: RePEc:rej:journl:v:13:y:2010:i:35:p:35-54. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Radu Lupu)
If references are entirely missing, you can add them using this form.