ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on battery power and require no fossil fuels. Its advertising focuses on the amount of carbon emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and the positive impact that will have on the environment. Ecolite has also put together a SuperGreen add-on package that includes additional interior features, a portion of the proceeds of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new vehicle by offering them to car rental agencies at a discounted price to enable people to drive the cars risk free and to get them seen on the street. Ecolite has also provided vehicles to a popular television show about models so the models will be seen driving the vehicles on the television show and hired actors to pose as product users to provide information about the car as they drive it around.
-In the ECOLITE MINI CASE, when EcoLite hires actors to pose as customers telling people about the car's benefits, it is engaged in ________.

Question

Quizplus · Accepted Answer

When Ecolite hires actors to pose as customers to promote their cars, it is engaged in covert marketing. This strategy involves marketing efforts where consumers are unaware that they are being marketed to, as the actors appear to be regular users rather than paid promoters.

ECOLITE MINI CASE: Ecolite Is a New Manufacturer of Compact