Embedded Files
Learning aim: develop skills in understanding vocabulary in context, and giving a personal reaction to a reading (25–30 minutes)
L5U12
What does temperament mean?
The part of someone’s character that affects behavior and moods – e.g., happy, angry, calm
Can you describe your own temperament?
Read the article silently to yourself. List three categories that some of your friends would fit into.
The Value of Difference
Every person is unique. We work with many people who are different from us. It is important to realize that differences are good and to appreciate that not all people are like us. On a team, the strengths of one worker can overcome the weaknesses of another. The balance created by such variety makes a team stronger.
There are three basic ways that people differ from one another: values, temperament, and individual diversity (gender, age, etc.).
Values are the importance that we give to ideas, things, or people. While our values may be quite different, organizational behavior expert Stephen Robbins suggests that people fall into one of three general categories:
Traditionalists: People in this category value hard work, doing things the way they’ve always been done, loyalty to the organization, and the authority of leaders.
Humanists: People in this category value quality of life, autonomy, loyalty to self, and leaders who are attentive to workers’ needs.
Pragmatists: People in this category value success, achievement, loyalty to career, and leaders who reward people for hard work.
Another important way in which people differ is temperament. Your temperament is the distinctive way you think, feel, and react to the world. All of us have our own individual temperament. However, experts have found that it is easier to understand the differences in temperament by classifying people into four categories:
Optimists: People with this temperament must be free and not tied down. They’re impulsive, they enjoy the immediate, and they like working with things. The optimist is generous and cheerful and enjoys action for action’s sake.
Realists: People with this temperament like to belong to groups. They have a strong sense of obligation and are committed to society’s standards. The realist is serious, likes order, and finds traditions important.
Futurists: People with this temperament like to control things and are also self-critical. They strive for excellence and live for work. The futurist focuses on the future and is highly creative.
Idealists: People with this temperament want to know the meaning of things. They appreciate others and get along well with people of all temperaments. The idealist is romantic, writes fluently, and values integrity.
Source: Job Savvy: How to Be a Success at Work, by LaVerne LuddenA Pair work Do your friends tend to have similar values and temperaments?
Read the article and make a list of three categories that your friends would fit into.
VOCABULARY
diversity different types
authority the power and responsibility to make decisions for the whole group
autonomy freedom to make your own decisions
impulsive tending to do things without thinking beforehand
strive work hard to achieve a goal
integrity commitment to moral values
B Match the categories from the article with the descriptions.
1. traditionalist
2. humanist
3. pragmatist
4. optimist
5. realist
6. futurist
7. idealist
a. generous and cheerful; enjoys action for action’s sake
b. serious and likes order; has a strong sense of obligation
c. values quality of life; attentive to workers’ needs
d. strives for excellence; focuses on the future
e. values doing things the way they’ve always been done
f. romantic; writes fluently; values integrity
g. values loyalty to career, success, and achievement
Check AK 1. e 2. c 3. g 4. a 5. b 6. d 7. f
C Group work Discuss these questions. Then share your answers with the class.
1. How would you categorize your own values and temperament? Give examples.
2. Which category of people would you prefer to work with on a challenging project? Explain.
Undercover marketing delves into the complex world of consumer behavior, specifically how to influence choices. But what exactly are we trying to influence? This is where values come into play.
Values are the core principles that guide our decisions. Undercover marketing attempts to tap into these values, often subtly, to create a connection with consumers. For instance, a brand might promote a product that emphasizes environmental sustainability, knowing this resonates with a specific audience's values.
Imagine an undercover marketing campaign for a new line of organic clothing. The brand might partner with an influencer known for their environmental activism to showcase the clothes in a casual, everyday setting. This campaign wouldn't explicitly advertise the brand, but it would connect with consumers who value sustainability without feeling manipulative.
By understanding a target audience's values, undercover marketers can craft campaigns that feel authentic and resonate on a deeper level. This highlights the importance of individual diversity (gender, age, etc.) because different demographics often have different value sets.
Undercover marketing leverages our values, which are shaped by individual diversity, to create a connection with consumers and influence their choices.
5 DISCUSSION The ethics of undercover marketing
Learning aim: talk about the ethics of undercover marketing and practice the lesson vocabulary (15–20 minutes) L5U8E5
What’s the definition of undercover?
Acting or done in secret
Group work Read about undercover marketing. Then discuss the questions below with your group.
Undercover marketers
(also called “stealth marketers”) try to find ways to introduce products to people without actually letting them know that they are being marketed to. Here are three actual techniques that have been used for undercover marketing.
The product is a video gaming glove that allows gamers to control games with small finger movements. Unknown actors go into coffee shops and enthusiastically use the glove. This attracts interested people. The actor lets them try it out, never saying who he is.
A top cell phone company sent 60 actors to 10 cities with its latest model. The actors pretended to be tourists and asked people to take their picture with the phone. In this way, they put the new phone in people’s hands and let them interact with it.
To attract attention and appear well established, a young firm had fake newspapers printed that had full back-page ads for the company. They then paid people to ride the subways in a major city, pretending to read the newspapers while holding up the ads for all to see.
1. Which of these three marketing techniques seems the most unethical to you? Why?
2. Do you think undercover marketing should be controlled by the government? Why or why not?
Check
product placement, search-engine marketing, a loyalty program
READING 2 Undercover Marketing
How can advertising be disguised to seem more real?
Do you think it's important for consumers to be critical of online reviews and influencer recommendations? Why or why not?
Can marketing be effective without being deceptive? Explain your answer.
Undercover Marketing
Walking a Fine Line Between Engagement and Deception
Undercover marketing strives for authenticity but often walks a fine line between engaging and deceiving. In this complex landscape, marketers must uphold their values and maintain the public's trust, while consumers need to think critically to navigate these tactics.
Consumers should be discerning. Is an online review excessively positive, detailing every aspect of a product unrealistically? Does a YouTuber suddenly rave about a new energy drink in every video, despite never mentioning such drinks before? By staying skeptical and aware of tactics like undisclosed influencer partnerships, consumers can avoid being manipulated.
For marketers, the ethical dilemma is clear. Transparency builds trust, the cornerstone of any strong brand. Even subtle deception can quickly erode that trust. For instance, when a movie features a character using a specific brand of phone without it being relevant to the plot, it can feel inauthentic and alienate viewers.
Ethical marketers find innovative ways to integrate their brands without resorting to trickery. Sponsoring relevant events or partnering with local artists for mural campaigns are genuine ways to connect with consumers. User-generated content campaigns, where consumers share their own experiences, also foster authenticity and community. Transparency can take many forms, including disclosing sponsored content and influencer partnerships, which demonstrate honesty to consumers.
The evolving regulations around undercover marketing reflect an ongoing debate and development, emphasizing the need for marketers to stay informed and compliant.
Ultimately, undercover marketing hinges on a critical question: are we creating a genuine connection with consumers or simply manipulating them? By prioritizing transparency, respecting consumer intelligence, and adhering to evolving regulations, marketers can succeed without sacrificing ethical values. Consumers, armed with critical thinking and awareness, can make informed decisions. This mutual approach, prioritizing authenticity and respect, is key to navigating the complex world of undercover marketing.
VOCABULARY
Strive: Try very hard to do something.
Rave: Talk excitedly about something.
Plot: The main story in a book, movie, or play.
Hinges: Depends on something important.
1. According to the passage, the main challenge of undercover marketing is to:
A) Create a sense of humor in the advertisement.
B) Generate brand awareness and interest subtly.
C) Develop a complex storyline for the advertisement.
D) Directly target a specific demographic.
2. Which of the following is NOT given as an example of deceptive undercover marketing in the passage?
A) A YouTuber frequently promoting a new energy drink in their videos.
B) A movie featuring a character inexplicably using a specific brand of phone.
C) A social media influencer who genuinely loves a product and recommends it to their followers.
D) An online review praising every aspect of a product with unrealistic detail.
3. The passage suggests consumers can protect themselves from undercover marketing by:
A) Always trusting online reviews and influencer recommendations.
B) Being skeptical and aware of marketing tactics.
C) Avoiding all forms of advertising entirely.
D) Clicking on every advertisement they see.
4. The passage suggests ethical undercover marketing should prioritize:
A) Hiding the brand identity completely.
B) Transparency and respecting consumer intelligence.
C) Creating a sense of urgency to buy the product.
D) Focusing on manipulating consumer emotions.
Check
According to the passage, the main challenge of undercover marketing is to:
A) Create a sense of humor in the advertisement.
B) Generate brand awareness and interest subtly. (This is the positive aspect of undercover marketing mentioned in the passage).
C) Develop a complex storyline for the advertisement.
D) Directly target a specific demographic.
Which of the following is NOT given as an example of deceptive undercover marketing in the passage?
A) A YouTuber frequently promoting a new energy drink in their videos.
B) A movie featuring a character inexplicably using a specific brand of phone.
C) A social media influencer who genuinely loves a product and recommends it to their followers. *(This is not deceptive undercover marketing)
D) An online review praising every aspect of a product with unrealistic detail.
The passage suggests consumers can protect themselves from undercover marketing by:
A) Always trusting online reviews and influencer recommendations.
B) Being skeptical and aware of marketing tactics. (This is how consumers can protect themselves according to the passage)
C) Avoiding all forms of advertising entirely.
D) Clicking on every advertisement they see.
The passage suggests ethical undercover marketing should prioritize:
A) Hiding the brand identity completely.
B) Transparency and respecting consumer intelligence. (Transparency is a key aspect of ethical marketing according to the passage)
C) Creating a sense of urgency to buy the product.
D) Focusing on manipulating consumer emotions.
Page updated
Google Sites
Report abuse