Tech Industry Investigate

Covert Marketing: A Virtual Media Communication Vehicle

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Executive Summary

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).

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