Advanced search

Found 1 essay matching the above criteria.

1. 1. Successful Branding in Covert Virals : Communication Strategy and Communication Channel Synergy

   University essay from Internationella Handelshögskolan

   Author : Carl Oscar Jansson; Jens Myhrman; Michael Nordström; [2011]
   Keywords : Covert Virals; Branding Strategies; Communication Channels; Advertising; Covert Marketing; Viral Marketing; Communication Strategy; Media Strategy; Generation Y;

   Abstract : Purpose: The purpose of this study is to see what implications the new communication channel of Covert Virals has on acknowledged communication strategies and whether or not these strategies are still viable within Covert Virals.   Background: The term Covert Viral has been given to pieces of advertisement, spread through the medium of electronic word of mouth over social networks, which are designed to look user made. READ MORE