Almost everyone keeps a secret, and organizations are no anomaly. The present literature on secrecy in organizations is relying on the managerial aspect of secrets as competitive resources. By comparison, this conceptual article takes a consumer-centric approach and presents a detailed explanation of why and how advertising secrets create value for consumers.
First, a discussion of agency highlights Aspirants, who know of the secret three consumer functions in the advertising of secrets: Insiders, who know the secret; and Outsiders, who don't know of the secret. Based on two mechanics of primacy and knowledge, a value chain of secrecy is proposed that presents four forms of value that consumers can express from influence value: acquisition value, acknowledgment value, secrets, and dissemination worth. Secrecy is revisited as a tactical promotion instrument for creating value for consumers.
PUBLICATION DATE: November 15, 2015 PRODUCT #: BH707-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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