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

In: The Economics of Counterfeit Trade

Author

Listed:
  • Peggy Chaudhry

    (2039 Bartley Hall)

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.

Suggested Citation

  • Peggy Chaudhry, 2009. "The Use of Anti-piracy Marketing Techniques to Educate the Consumer," Springer Books, in: The Economics of Counterfeit Trade, chapter 6, pages 75-92, Springer.
    • Handle: RePEc:spr:sprchp:978-3-540-77835-6_6
    DOI: 10.1007/978-3-540-77835-6_6
    as

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