Marketing 5th Edition by Dhruv Grewal,Michael Levy

Exercise 14

You were sitting in the school cafeteria yesterday, and a young man from your marketing class, whom you don't know well, asked if he could sit down. He then started telling you about this very cool new Google app, "WordLens," that allows you to translate signs into different languages in real time using the camera on your smartphone. Although you recognize the merit in the product, you later find out that he works for Google. Do you believe his action constitutes an ethical IMC strategy How will it affect your attitude toward Google and the potential that you will purchase the product