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ERIC Number: EJ1144491
Record Type: Journal
Publication Date: 2017
Pages: 5
Abstractor: As Provided
ISSN: ISSN-1052-8008
Native Advertising: Trickery or Technique? An Ethics Project and Debate
Zarzosa, Jennifer; Fischbach, Sarah
Marketing Education Review, v27 n2 p104-108 2017
Sponsored content, in-feed ads, and advertorials are innovative ways to promote brands. However, there are limited resources on how to use these advertising techniques. The Native Advertising project and debate helps students (a) gain knowledge and experience with current advertising practices and (b) engage in deliberation regarding a promotional ethical issue. Students reported that the three-assignment project increased expectations and beliefs about native advertising while decreasing their familiarity with the techniques used by companies. A detailed implementation plan is provided for instructors to use in any class discussing online advertising. Alternative methods for executing the project and learning implications are discussed.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Audience: Teachers
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A