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Abstract
Advertising as a tool in the promotion/ communication armoury creates tremendous impact among consumers in terms of awareness and other consequences thereof. Among different forms of advertising, covert advertising also plays a vital role as it creates better impact with regard to communication and sales. Studies reveal that such type of advertising can definitely increase the sales and profits of a company. Here, it is to be mentioned that covert advertising is the opposite of overt advertising. Overt advertising is a typical blatant advertising found in magazines and newspapers, on televisions, billboards and leaflets. Whereas, Covert advertising is sneakier as it occurs when the consumers are exposed to either covertly or subtly to an advertisement. Such covert advertising can be found in movies, video games, plays, music videos, television serials, television shows and sports. It has been around us for years but today it has become the hottest tool in the promotion of products/brands.
Keywords: Covert, Overt, Celebrity, Emotional, Rational, Integrated Marketing Communication.
Introduction
Covert advertising as a vehicle in the advertising medium has been used among other vehicles to create awareness about products/brands among prospective consumers and as a reminder among customers. Its impact cannot be underestimated and the consequences thereof about products/ brands. Covert advertising as a vehicle has long been used and has its own impact among consumers. It has emerged as a key component of Integrated Marketing Communication. As a vehicle in the advertising medium, it is less costly and could create better impact in the target market. Covert advertising is nothing but a unique kind of advertising in which a product/brand is placed as an insert in a movie which is normally endorsed or patronized by a...