Stealth, or undercover, promotion entails the disguising of advertising communications that marketers undertake with no crowds being aware of these actions to purposefully affect their crowds. Stealth marketing requires secrecy (the withholding of advice) and miscommunication (the communication of misleading or partial advice), it is at least on some level duplicitous. Duplicity is the double act of secrecy as well as misappropriation.
In this article we explore duplicity in advertising communications. Specifically, we deconstruct the movie The Joneses to learn more about the many ways in which both consumers and marketers employ duplicity within their communications-to each other and themselves. We conclude by exploring the functional and ethical issues duplicity raises, and propose that sarcasm is one way in which duplicity can be productively and ethically employed.
PUBLICATION DATE: November 15, 2015 PRODUCT #: BH700-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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