Marketers for Alive!,a new sports energy drink,have hired teams of college students to encourage friends and classmates on campus to try the new product.The students have been directed by Alive! to promote the new drink without revealing that they are contracting with the company.Alive! is most likely to be accused of which of the following unethical marketing strategies?

Question

Quizplus · Accepted Answer

Shilling is the practice of paying individuals to promote a product or service without disclosing that they are being paid to do so. In this scenario, the college students are promoting Alive! without revealing that they are being contracted by the company, which is a form of shilling and considered unethical marketing. Falsification involves lying in marketing materials, evangelist marketing involves using loyal customers to promote a product, viral marketing involves using social media and other online platforms to spread information about a product, and defacement involves damaging or altering competitor's marketing materials.

Marketers for Alive!,a New Sports Energy Drink,have Hired Teams of College