Big Brother Case Study

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Big Brother: Have New Advertising Models Become Too Aggressive and Intrusive?

Background Knowledge@Wharton sat down and interviewed Joseph Turow in August of 2012 about the advertising agency. Turow is a professor of communication at the University of Pennsylvania’s Annenberg School and also the author of a book titled “The Daily You: How the Advertising Industry is Defining Your Identity and Your Worth” (Knowledge@Wharton, 2012). The New York Times referred to Turow as “the ranking wise man on some thorny new-media and marketing topics (University of Pennsylvania: Annenberg School for Communications, 2016). Wharton was interested in Turow’s perspective on the question of whether the internet empowers consumers or does it make them more vulnerable
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Turow is the concept of “the long click”. The long click is the goal of tracking consumer behavior all the way from the time that they begin considering a purchase, through the research that they do, and to the point where they finally make a purchase. According to Kotler and Keller (2012), consumer buying behavior is influenced by cultural, social and personal factors. The online tracking of consumer activity could provide marketers with insight into all three of these factors – a person’s searches and activity could potentially reveal how they identify culturally, who they speak to about purchases, and what individual factors they consider when making a purchase decision. Although this information could be extremely valuable to a marketer, it would be very easy to enter an ethical grey area if it is used irresponsibly. The information would make it easy to create misleading or deceptive advertisements based on the knowledge that was gained via activity …show more content…
This issue did not exist when the mediums for advertising delivery were focused on television, radio, newspapers or other print resources, and billboards. Now that we have the internet, advertising has a plethora of vehicles to target virtually any demographic, segment, or target, at any time. Magazines and newspapers used to make a lot of money from advertising in print media. Within the digital world however, they are struggling to survive due to all of the competition that is out there, even though they are reaching 2 to 3 times the amount of people.
This goes deeper than target marketing because the subjects involved do not give permission to be tracked, nor do they understand what it even means to be tracked to the extent that they are being tracked online. The example used in the article was the interviewer bought a book for a friend, then later sees related material pop up on his Facebook page. That is a lot of information being shared and exchanged without us understanding how, or why it is being

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