Covert Advertising
Table of Contents 1.0 Introduction 1 2.0 Subliminal Advertising 2 2.1 Flashed Messages 2 2.2 Accelerated Speech 2 2.3 Sexual Imagery 2 3.0 Covert Advertising 3 3.1 Whisper Marketing 3 3.2 Product Placement 4 4.0 Using Covert Advertising 6 4.1 Advantages of Covert Advertising 6 4.2 Disadvantages of covert advertising 7 5.0 Future of Covert Advertising 8 6.0 Conclusion 9 7.0 References 10
1.0 Introduction The media today is constantly being cluttered by millions of marketing messages and the consumer ‘mindspace’ is also increasingly being cluttered by these messages causing consumer responses toward marketing efforts to be at record lows. In addition, consumers have been increasing their efforts to avoid being exposed to marketing messages. As a result, companies have turned to an alternative method of marketing, particularly hybrid forms of communications, such as subliminal advertising and covert advertising (Ashley & Leonard, 2009). Such advertising methods utilise deception where subjects are unaware of the advertised messages but their unconscious mind detects the message in spite of that and influences their future behaviours. The purpose of this report is to explain subliminal advertising along with the different types of subliminal advertising, which are flashed messages, accelerated speech and sexual imagery, subsequently providing an in-depth explanation of covert advertising as well as the types of covert advertising, including whisper marketing and product placement, followed by the advantages and disadvantages of using covert advertising.
2.0 Subliminal Advertising Taken exactly, subliminal means ‘below threshold’ (Moore, 1982). Subliminal perception, which refers to exposing individuals to stimuli of which they are not aware of consciously and the exploration of the outcomes of those stimuli, has perplexed and attracted researchers over 100 years. Advertisers and marketers rely on motivational research methods
1.0 Introduction The media today is constantly being cluttered by millions of marketing messages and the consumer ‘mindspace’ is also increasingly being cluttered by these messages causing consumer responses toward marketing efforts to be at record lows. In addition, consumers have been increasing their efforts to avoid being exposed to marketing messages. As a result, companies have turned to an alternative method of marketing, particularly hybrid forms of communications, such as subliminal advertising and covert advertising (Ashley & Leonard, 2009). Such advertising methods utilise deception where subjects are unaware of the advertised messages but their unconscious mind detects the message in spite of that and influences their future behaviours. The purpose of this report is to explain subliminal advertising along with the different types of subliminal advertising, which are flashed messages, accelerated speech and sexual imagery, subsequently providing an in-depth explanation of covert advertising as well as the types of covert advertising, including whisper marketing and product placement, followed by the advantages and disadvantages of using covert advertising.
2.0 Subliminal Advertising Taken exactly, subliminal means ‘below threshold’ (Moore, 1982). Subliminal perception, which refers to exposing individuals to stimuli of which they are not aware of consciously and the exploration of the outcomes of those stimuli, has perplexed and attracted researchers over 100 years. Advertisers and marketers rely on motivational research methods
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