دانلود رایگان مقاله لاتین راهبرد بازاریابی و متد های پنهان از سایت الزویر
عنوان فارسی مقاله:
استراتژی بازاریابی و تکنیک های پنهان
عنوان انگلیسی مقاله:
Covert Marketing Strategy and Techniques
سال انتشار : 2015
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بخشی از مقاله انگلیسی:
2. Literature Review
2.1. Covert Marketing Strategy In the literature, the covert marketing concept has been given different names, such as secret, under the radar, masked, buzz, bait and hidden marketing (Nebenzahl and Jaffe, 1998; Canşen, 2011; Kaikati and Kaikati, 2004; Martin and Smith, 2008; Ahmed, 2000; Scanlon and Hearn, 2006; Weisberg et al., 2007; Petty and Andrews, 2008; Kaya, 2009; Roy and Chattopadhyay, 2010; Sprott, 2008). The common point of these concepts is that the identity of the message and/or the sender of the message are not indicated and so the message is transmitted to the consumer. The process and the features of covert marketing are summarized as follows: x This strategy aims to reach consumers by determining their weakest defense points (Kaikati and Kaikati, 2004, p. 6). x It is necessary that consumers do not realize that the message is commercial (Roy and Chattopadhyay, 2010, p. 70) or know the firm sending the message (Milne et al., 2008). In this way it is more probable that consumers will avoid a skeptical approach to the message and accept it much more easily (Darke and Ritchie, 2007). x This approach aims to be out of the consumers’ perception threshold (Ahmed, 2000). x Such a strategy does not primarily aim to increase sales. Instead, it is aimed at ensuring that consumers have positive attitudes towards advertisements about products, thus building a substructure for future purchases and starting a positive word of mouth communication (Taylor, 2003). x In this communication method, people’s relations with the firm are not clear and they talk about the products of the firm (Kaikati and Kaikati, 2004, p. 6; Weisberg et al., 2007, p. 93). x During the application, the informative message is transmitted to the target consumers by using an appointed person and way. x In this communication, the first goal is that the product is purchased by the consumers but more than that, it is wished that the consumers disseminate the message about the product (Leung, 2003).
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کلمات کلیدی:
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