Essays about: "covert marketing"

Found 2 essays containing the words covert marketing.

  1. 1. Covert online video marketing: A quantitative study of the possibilities and pitfalls of covert online video marketing

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Gabriella Fries; Desirée Hylander; [2013]
    Keywords : covert online video marketing; covert marketing; brand attitude; purchase intention; trustworthiness;

    Abstract : Marketing that disguises the true source of a commercial message is often referred to as covert marketing. Online marketing videos that are uploaded by brands with the purpose of appearing to be made by fans/consumers have been identified; a phenomenon defined as covert online marketing videos (COMVs). READ MORE

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

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/Internationella Handelshögskolan; Högskolan i Jönköping/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