9.7 : 마케팅 커뮤니케이션의 사기 행위

Deceptive marketing uses false or manipulative tactics, like misleading ads and hidden fees, to persuade consumers.

It arises from either the absence, partial, hidden, falsified, or over-communication in advertising.

The absence of communication happens when a clothing retailer labels clothes as "Designed in Italy" but omits that the products are manufactured in a country with cheaper labor costs.

Next is falsified communication and the selective spread of misleading information to promote impulsive purchases, like a skincare product falsely claiming instant acne removal.

Partial communication often involves sharing incomplete information, as seen in the insurance industry, where policy benefits are emphasized without mentioning deductibles or exclusions.

Over-communication, conversely, overwhelms consumers with excessive information, making it difficult for them to focus on critical details, such as fear-based ads and insincere emotional displays that tend to manipulate customers.

Additionally, excessive use of ads leads to clutter across all the media channels.

Lastly, hidden communication conceals vital information, leading to unexpected costs or misunderstood contracts, like credit card offers.