Page 63 - Speaking_Expert_Business_Economy

1 3 Undercover Point 많은 사람의 입에 오르내리면서 기업이 자사 제품에 대한 수요를 창출하는 것

UNIT
을 ‘언더커버 마케팅’이라고 합니다. 기업들이 점점 더 다양한 마케팅 수단을 찾으려
고 시도함에 따라 이러한 마케팅이 회자되고 있어요.
Marketing

광고인들의 매력적인 선택, 입소문 마케팅? Part 1 General Discussion
Part 2
Read & Discuss Topic Discussion Gossips and Rumors

Advertising is everywhere. Television and radio commercials,
billboards, product demonstrations… we are all familiar with them. But 1. What is undercover marketing? What is 1. Do you like to gossip about others? Why
some companies have discovered a fresher marketing option: undercover the goal of undercover marketing? do people like to gossip about the rich
marketing. In undercover marketing, consumers learn about the strengths of a and famous?
product without knowing they are observing an advertisement. The goal is to create
“buzz” or “word of mouth” — to get large numbers of people talking about a product.
Why is undercover marketing such an attractive option for advertisers? First of all, buzz
is free, so if the ad campaign is successful in generating positive buzz, the potential 2. What aspects of undercover marketing 2. Has someone ever spread a rumor

rewards far outweigh the initiative’s low cost. Also, consumers tend to trust word-of- attract advertisers? about you? If you were in such a
mouth advertising more than traditional marketing techniques such as commercials. situation, how would you deal with it?
A recent example of undercover marketing was carried out by the electronics
company Sony Ericsson. Actors were paid to walk around busy U.S. cities with the
company’s latest camera-equipped cell phone, asking pedestrians to take their picture.
Everyone who did so received automatic exposure to the product’s features, and
the actor reinforced the experience by talking about how great the phone was. Sony

Ericsson hoped that the people who used the camera phone would tell their friends 3. How did the electronics company 3. What are the most interesting
about it, and their friends would tell other people, etc. This is how buzz is created. Sony Ericsson make use of undercover rumors going around in your school or
Undercover marketing takes place over the Internet as well. To promote its newest marketing? workplace?
milk product, Dr. Pepper/ Up recruited six teenage bloggers to mix positive references
to the drink into their everyday blog topics. The idea was that blog readers would
more readily believe these endorsements because they appeared to be the bloggers’
personal opinions.
Though many companies see undercover marketing as a powerful way of creating 4. Why do some people criticize 4. Gossips or rumors can be helpful in a

demand for their products, other groups claim the practice is immoral. They say the undercover marketing? certain community. For example, like
Sony Ericsson campaign, for instance, manipulated the kindness of strangers into at parties or get-togethers, politicians
an advertising tool. The blogs promoting Dr. Pepper/ Up also deceived people by
leading them to believe they are hearing honest opinions from unbiased individuals. share information. Have you ever
Opponents of undercover marketing believe that consumers have the right to intentionally used gossip or rumors to
understand the origins of any product information they receive. gain an advantage?
The unethical aspect connected to tricking people in this way is a problem undercover
marketing has. Such issues will require further discussion as more and more
companies try to find alternative marketing methods.

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