STEALTH MARKETING: APPARIATIONS AND THE VARIOUS CONTROVERSIAL STRATEGIES

STEALTH MARKETING: APPARIATIONS AND THE VARIOUS CONTROVERSIAL STRATEGIES

Authors

  • Dr. Garima Mishra

Keywords:

Stealth Marketing, Forms of Stealth Marketing, Strategies and Implementations, Controversies, Word of Mouth (WOM), Ethical Issues

Abstract

Stealth marketing – also known as undercover marketing – has received a great deal of attention in recent years, but it is hardly a new phenomenon. Basically, stealth marketing refers to advertising a product or service to someone without disclosing that you are a representative of its company. A classic example of online stealth company is when the representatives of a product or service post glowing reviews and comments for that product on public boards. This can boost the product‟s rating, while not actually reflecting what actual, unbiased users of the product think. The strategies and methods are used in this form of marketing are in such a way that the viewers are greatly affected and talking about the product in public becomes entertaining, fascinating and news worthy. The concept is based o the fact that interpersonal communications is more effective than conventional forms of marketing. Some of these strategies centre around the usage of tactics like humor, taboos, scandals, unusual rumors, mystery elements and selective revelation. This paper briefly talks about the most popular and effective stealth market strategies and companies that successfully adapted and implemented them.

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References

Katyal S.K. (2010), Stealth Marketing and Antibranding: The Love that Dare Not Speak Its Name. Fordham Law School, Flash : The Fordham Law Archive of Scholarship, pp 797-814.

Martin K.D., Smith N.C. (2008), Commercializing Social Interaction: The Ethics of Stealth Marketing. Instead Business School for the World. Faculty and Research Working paper

Roy A.,Chattopadhyay S.P., (2010), Stealth Marketing as a Strategy. Business Horizons, 53, pp 69-79.

Kaikati A.M., Kaikati J.G., (2004), Stealth Marketing: How to Reach Consumers Surreptitiously. California Management Review, 46(4), pp 6-22.

Additional Files

Published

10-05-2020

How to Cite

Dr. Garima Mishra. (2020). STEALTH MARKETING: APPARIATIONS AND THE VARIOUS CONTROVERSIAL STRATEGIES. Vidhyayana - An International Multidisciplinary Peer-Reviewed E-Journal - ISSN 2454-8596, 5(5). Retrieved from https://vidhyayanaejournal.org/journal/article/view/1338
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