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"But you can't overtly sell to them," Cooke says.
She did not use the opportunity to overtly sell school choice.
For marketers, the challenge is to stay relevant to the context, by planning image-focused campaigns that inspire, rather than overtly sell.
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Russia blocks UN action and overtly sells arms to the Assad government, while the Obama administration insists Russian cooperation is essential to handling the crisis.
This branded content, the term for products figuring prominently without being overtly sold, is reminiscent of "The Hire," a series of short films by BMW that featured its cars.
Japan is hiding behind a thin veil of lethal scientific whale research while overtly selling commercial whale meat domestically.
Certainly the ads are not overtly about selling anything.
Determined not to "sell" overtly to Michael, I played it cool and just shook hands before filing out into the hallway with the others to put on my walking boots.
Luna's Web series is what marketers call branded content, meaning that it aims primarily to entertain rather than to sell products overtly.
"They would get slightly almost insane when they talked about it, and say things like, 'I love them more than my wife.' " Nowhere in the commercial does anyone eat the product, or say it is toothsome, but Brett Edgar, a group account director at Being, said the commercial aimed to depict an emotional connection to Wheat Thins rather than sell them overtly.
There are those who criticise the movement's commercial aspects, saying that by using a re-branded pre-existing concept of gaming as a business tool is an "overtly cheap attempt to sell" (Doust, 2011).
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com