ethics business article

ethics business article - Undercover Marketing Uncovered...

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Undercover Marketing Uncovered July 25, 2004 (CBS) 60 Minutes has a report on some covert operations being conducted right here in the United States - not by the CIA or FBI - but by Madison Avenue. Advertising has become advertising ad nauseam, and we are forever being pitched to, marketed to, and appealed to by someone trying to sell us something. As Correspondent Morley Safer reported last October, advertisers are trying ever more inventive (and some would say devious) ways of getting our attention. This is called "undercover marketing" -- marketing by masquerade, or stealth marketing. If you find that troubling, the companies trying to sell you stuff aren't too thrilled, either. They're finding it harder and harder in this assault of advertising to get your attention, and are coming up with inventive - even devious - ways of grabbing you. This is called "undercover marketing" -- marketing by masquerade, or stealth marketing. Somewhere in downtown New York, a secret plan is being hatched. A handpicked team of attractive, approachable guns-for- hire has been tapped to go undercover. They've been assembled by a company called Essential Reality, which has launched a new product called the "P-5 Glove," a cutting-edge device that video-gamers can use to fly planes and fire weapons on their computers, with the twitch of a finger. “We're gonna go into coffee bars and crowded places,” says one marketer. “Your job is to go out there and have fun with it. And say, ‘Yeah, sure, c'mon you wanna try it? Great, try it,’ and then all of the sudden you just involve them with the brand. And then feed them a few sound bites along the way: ‘Hey, you're in there. It's, like, look at this, it's like you're in the game. It's like you're in the game’ -- that's a good sound bite.” Inside a nearby Starbucks, Theo and Kumani could be any of a million 20-somethings hanging out, obsessed with their new toy, not pitching anything, just waiting for someone to approach them. And so were we, with an undercover camera. "How long have you had this?" asks a curious bystander. "I've had it a few days; I've had it a few days. They had a whole lot, I got a lot of product information," says Theo. "It works really well. Try it on for a minute. You'll see this thing moves fluidly." "Okay, I'll try it," the man says, playing right into Theo’s hands. After the temptation, Theo offers to email him information about the product, making sure he never lets on that he’s on the job. No one is overtly trying to sell you anything, only trying to get you to want it, and then, of course, buy it and
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This note was uploaded on 04/07/2008 for the course MH 01110 taught by Professor Sannella during the Spring '07 term at BC.

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ethics business article - Undercover Marketing Uncovered...

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