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John Palumbo, another industry expert, is sure that underground marketing is the right way to reach young people. "A product has to have credibility to succeed," he says. "People have to see it. They have to understand it in real way. The best way to do that is to put it in their world. And that's what we do. We put the product in their lige." However, one might ask what exactly is "real" about two young women pretending to be enthusiastic about a sweater? Advertising executives would say it's no less real than an ad. The difference is that you know an ad is trying to presuade you to buy something. You don't know when a conversation you overhear is just a performance

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John Palumbo, another industry expert, is sure that underground marketing is the right way to reach young people. "A product has to have credibility to succeed," he says. "People have to see it. They have to understand it in a real way. The best way to do that is to put it in their world. And that's what we do. We put the product in their life." もう一人の業界のエキスパートである John Palumbo は underground marketing が若い人々の心 (購買欲) を動かす正しい方法だと確信している。「商品は成功するには信頼性が必要だ」と彼は言う。「人々は商品を目にしなければならない。彼らは現実的な方法で商品を理解すべきだ。そのための最良の方法は彼らの世界に商品を置くことだ。」 However, one might ask what exactly is "real" about two young women pretending to be enthusiastic about a sweater? Advertising executives would say it's no less real than an ad. The difference is that you know an ad is trying to persuade you to buy something. You don't know when a conversation you overhear is just a performance. しかしながら、二人の若い女性がセーターについて夢中になっているふりをしていることのどこが現実的なのだと問う人もいるだろう。宣伝担当幹部たちはそれ (underground marketing) が広告と同じ程度に現実的だと言うだろう。違いは、広告は何かを買わせようとあなたを説得しようとしていることがあなたには分かっていること。ふと耳に入ってくる会話はただのパフォーマンスであるかは分からない。

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