Advertising booms on secrets, meanwhile surprisingly little formal attention was apportioned to the way in which the secrecy of advertising and the advertising of secrecy can play an important role in modern organizations. We draw upon the areas of promotion, psychology, and organizational studies to create a typology of secrets that represents their knowledge worth and their advertising value. Promotion secrets can have worth to the business (tactical worth), to the customer (advertising worth), or to both parties.
Predicating on both of these measurements, we evaluate four distinct kinds of advertising secrets: (1) prospective secrets have high strategic value, as high marketing value; (2) legendary secrets have little importance for the business but a lot to the customer; (3) plain secrets are crucial to the business however are immaterial to customers; and (4) feeble secrets have neither strategic worth nor advertising value. Our typology enables professors to formulate research questions in relation to secrecy in marketing, and serves as a guide for professionals in the construction of strategies that can manipulate the strategic value of secrets by 'romancing' them, and increase their knowledge worth by 'training' the secrets.
PUBLICATION DATE: January 15, 2014 PRODUCT #: BH582-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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