Concept explainers
Case summary:
Olden day’s marketers advertised only through television, newspapers, and magazines, but today almost all companies market their message online through native advertising. Initially, the sponsorships were not mentioned. But, today sponsorship of negative advertisements is labeled.
Native advertising at present is growing rapidly with 73% of online publishers, and 40% of brands use it. People can study from the website in what manner the big data will change regarding the gender gap in science, technology, and so on. Few other websites help marketers to create sponsored content.
Social media is playing a major role nowadays. The native advertising has also caught the attention of Federal Trade Commission (FTC); recently, Federal Trade Commission held a meeting on advertisement or content? It was the conference regarding issue of blending advertising with content and news.
Introduction:
A negative advertisement is misleading about the product or the process of spreading bad information regarding something. That creates negative impression on the product.
To determine: The examples of negative advertisements and present it with screenshots with content and in what manner it is identified.
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Chapter 12 Solutions
Marketing: An Introduction Plus MyMarketingLab with Pearson eText -- Access Card Package (13th Edition)
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