The Use of Anti-piracy Marketing Techniques to Educate the Consumer

Peggy Chaudhry ()
Additional contact information
Peggy Chaudhry: 2039 Bartley Hall

Chapter 6 in The Economics of Counterfeit Trade, 2009, pp 75-92 from Springer

Abstract: Abstract In this chapter, we will give a brief overview of social marketing concepts, suggest an agenda to change the public perception of piracy and illustrate several anticounterfeiting advertisements that use messages that employ role models, peer pressure, education, fear, quality of the product, negative association to suppliers of fake goods (e.g., terrorists) and reward / whistle blowing to alter target audience behavior. We also discuss the rebuttals to these advertisements that are found in various “bottom-up” media outlets, such as blogs on the Internet and YouTube.com.

Keywords: Intellectual Property; Organize Crime; Social Marketing; Software Piracy; Social Marketing Campaign (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-540-77835-6_6

Ordering information: This item can be ordered from
http://www.springer.com/9783540778356

DOI: 10.1007/978-3-540-77835-6_6

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().