SOC384H5 Lecture Notes - Lecture 8: Droga5
Document Summary
Undercover marketing: definition: marketing to audiences without their being aware that they are being marketed to, audiences are harder to reach, distractions are always around and people can do two different things at once, people know that they are being targeted for advertisements and are more on guard for that, a trend that has been encouraged by changing media environment and changing norms around marketing practices, probably driven by increased competitiveness, advertising has six important elements, (1) paid, (2) nonpersonal, (3) communication from an identified, (4) sponsor using, (5) mass media to, (6) persuade or influence an audience, marketing: the action, business, or process of promoting and selling a product, etc. , including market research, advertising, and distribution, undercover marketing eliminates (4) and potentially (2) and (5) as well, sometimes happen without telling you who is sponsoring the content, sometimes we are marketed to not as a members of a mass audience companies can personalize communications.