STEALTH MARKETING: APPARIATIONS AND THE VARIOUS CONTROVERSIAL STRATEGIES

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.