Introducing cryptic marketing: a strategy for targeting subculture groups in advertisements

Abstract

This paper addresses the challenges faced by organisations attempting to target subculture groups while maintaining inclusiveness with mainstream dominant culture. Specifically, it explores the effectiveness of cryptic... [ view full abstract ]

Authors

  1. Kelly Choong (University of the Sunshine Coast)
  2. Judy Drennan (Queensland University of Technology)

Topic Area

Marketing Communications Track: Click here for the Marketing Communications track

Session

PT7-MC4 » Marketing Communications (13:30 - Thursday, 9th July)

Paper

Introducing_Cryptic_Marketing_Strategy1.pdf

Presentation Files

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