Covert Marketing Strategy and Techniques

Akdoğan, M. Şükrü; Altuntaş, Başar

doi:10.1016/j.sbspro.2015.10.162

Cited by 16 publications

(9 citation statements)

References 33 publications

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“…Moreover, in the current era of internationalisation, globalisation and digitisation, traditional forms of marketing and advertising e.g. advertisements in magazines, newspapers, hoardings, trade fairs, television, radio and direct mail (Bhayani & Vachhani, 2014;Balážiová, & Spálová 2020) became relatively obsolete and cannot effectively be consistent with new variables of life (Akdoğan & Altuntaş, 2015;Geraghty & Conway 2016). Furthermore, traditional forms of marketing can cause a lack of interest amongst customers towards the advertising messages, 7 | P a g e https://jaauth.journals.ekb.eg/ particularly when customers encounter many of these monotonous messages in a frequent way (Tümer, et al, 2019).…”

Section: -Marketing In Airline Companiesmentioning

confidence: 99%

The Impact of Adopting Guerrilla Marketing on Increasing the Market Share of EgyptAir Airlines

Hammad

2021

Journal of Association of Arab Universities for Tourism and Hos

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The market share that an airline companies has, depends on the marketing process of its products and services. Adopting untraditional ways of marketing can be one of the key factors towards achieving success for these companies. This research aims at clarifying the impact that guerrilla marketing can play as an untraditional marketing tool for increasing the market share of EgyptAir Airlines. By adopting guerrilla marketing, EgyptAir's tickets can be marketed in a unique, interesting and a low cost way, and as a result the company's market share will be increased. This research presents an investigation into the guerrilla marketing concept, its role and the extent of its adoption in EgyptAir Airlines. The research depended on primary data through carrying out interviews with eighteen members of the marketing and sales department at the senior management of EgyptAir Airlines. The research also depended on utilising different sources of secondary data related to its subject. The findings have revealed that guerrilla marketing is not widely adopted on EgyptAir Airlines except for the use of some signs, hoardings and logos' models of EgyptAir and Star Alliance in airports. The findings have also revealed that digital marketing is the marketing method that EgyptAir Airline basically depends on. Therefore, the research recommends adopting guerrilla marketing in EgyptAir Airlines to act as an ancillary form of marketing alongside the digital marketing and the other marketing practices that are already adopted in EgyptAir Airlines so that the market share of the company can be increased.

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Section: -Marketing In Airline Companiesmentioning

confidence: 99%

The Impact of Adopting Guerrilla Marketing on Increasing the Market Share of EgyptAir Airlines

Hammad

2021

Journal of Association of Arab Universities for Tourism and Hos

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“…Gracias a las distintas fuentes bibliográficas consultadas, se estableció que el comportamiento humano es predecible, y esto permite que el marketing cumpla su objetivo en la mayoría de los casos (Akdoğan y Altuntaş, 2015).…”

Section: Conclusionesunclassified

Metodología para identificar las estrategias de mercadeo que afectan en el momento de compra: TRAPPOLA

Loaiza¹,

Velásquez²,

Rodríguez³

et al. 2020

revinv

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La creciente globalización, el consumismo y la rivalidad entre las empresas han influido a lo largo del tiempo en la generación de estrategias de mercadeo para prevalecer, por medio del análisis de los comportamientos humanos. Por ello, a partir de una revisión de literatura de estos aspectos, se diseñó una metodología constructivista llamada “Trappola”, que permite, a través de una situación de consumo enfocada en estrategias de mercadeo, que los participantes vivencien el principio de la economía conductual, que se basa en la idea de que las personas no son completamente racionales, sino también previsiblemente irracionales. Es decir, que su irracionalidad se produce siempre del mismo modo una y otra vez. Por ende, el objetivo de aprendizaje gira en torno a reconocer métodos como el efecto señuelo, efecto anclaje, coherencia arbitraria, gregarismo o efecto arrastre, efecto del coste cero, marketing emocional y efecto de la expectativa o efecto Pigmalión. Por último, se concluye que el comportamiento humano al ser predecible permite que las estrategias de marketing se cumplan en gran medida al momento de efectuar una compra.

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“…Another typology by Szu‐Chi () identifies the level of real‐source concealment as a means of classifying the level of deception involved. Finally, Akdoğan and Altuntaş () create a typology of covert marketing that differentiates between overt and covert marketing based on the concealment of both the real source of the message and/or the message itself. Table presents an illustrative amalgamation of many of these covert marketing practices.…”

Section: Background On Covert Marketingmentioning

confidence: 99%

Beyond Deception: Potential Unfair Consumer Injury from Various Types of Covert Marketing

Skiba¹,

Petty²,

Carlson³

2019

Journal of Consumer Affairs

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Although there is little agreement over the best definition or even name for covert marketing, many policymakers and commentators agree that covert marketing may deceive consumers to their detriment. This study proposes that some forms of covert marketing also impose a type of unavoidable consumer injury that we call marketer control of consumer engagement. This injury, if aggregated to be substantial, can violate legal prohibitions against unfair acts and practices. To reach this conclusion, this study first proposes a name mnemonic and then develops a typology of covert marketing practices that may deceive and also unfairly injure consumers. It concludes by discussing policy implications of this two‐ rather than one‐dimensional analysis of covert marketing.

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Covert Marketing Strategy and Techniques

Cited by 16 publications

References 33 publications

The Impact of Adopting Guerrilla Marketing on Increasing the Market Share of EgyptAir Airlines

The Impact of Adopting Guerrilla Marketing on Increasing the Market Share of EgyptAir Airlines

Metodología para identificar las estrategias de mercadeo que afectan en el momento de compra: TRAPPOLA

Beyond Deception: Potential Unfair Consumer Injury from Various Types of Covert Marketing

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