Is stealth marketing both effective and ethical?

Résumé du document

Many people today believe that there are too many advertisements. There are advertisements for everything and anything, and they are everywhere; on bicycles, cash register receipts, parking cards, pizza boxes, shopping carts, cups, etc. For instance, advertisers believe that a person sees from 600 to 800 advertisements per day. In the anti-advertising camp this number was estimated to be from 2000 to 3000!
Everyone is basically saying the same thing, and that the amount of advertising is too much to avoid generating a saturation point and a drop in consumer interest.

Meanwhile, some industrialists believe that there is too much regulation. They see this as one reason to explain publicity's loss of efficiency. So, in order for this campaign to be successful, it is necessary to strategically hide its commercial intent or identity. This is the reason behind the idea of "infiltration", which in this case translates to the term "stealth".

Extraits

[...] Master of Strategic Marketing Management Is stealth marketing both effective and ethical? Summary INTRODUCTION DESCRIBING STEALTH MARKETING I.1/ Definition I.2/ Forms of stealth marketing I.3/ Examples of stealth marketing II/ CASE STUDY: DO YOU KNOW THIS BAND? II.1/ Project presentation II.2 / Implementation: This band is great! II.2.A/ Tools and participants II.2.B/ Results II.2.C/ Conclusion III/ DIFFERENT VIEWS OF STEALTH MARKETING III.1/ From a legal point of view III.2/ Ethics vs. Effectivity III.3/ In business CONCLUSION INTRODUCTION Many people today believe that there are too many advertisements. [...]

[...] Stealth marketing then (also known as buzz marketing, or by its detractors, roach baiting according to Wikipedia) is when customers don't know that they are being marketed to. As an example, a marketing corporation might pay an actor to persuasively use a particular product in locations where target customers congregate. A marketing plan can be more effective if it directly involves the consumer in product promotion. Approaching a smaller number of specifically targeted individuals in their own environment and speaking to them directly will increase their attention by tenfold. Customers feel valued and are responsive. They are seduced and pass the message on to those around them. [...]

[...] This has led some people to rename undercover marketing with the pejorative name, roach baiting. Sometimes, the amount of buzz created by a failed campaign can surpass that of a successful one, only with the opposite desired result. I.2/ Forms of stealth marketing According to André Toye in his book M@rketing, there are different forms of stealth marketing, and the following is a summary of them. There are two different categories, offline and online, which are themselves divided into two categories according to whether or not the identity of the transmitter is concealed. [...]

[...] The major brands are also fond of relational or dietary advice websites, as well as "advert gaming”, which is when small games are available on the brand websites that are not merely intended to entertain the e-consumer Transmitter unknown Online In this situation, the real sender of the message is not identified. This is stealth marketing. There are a wide variety of possibilities here: using a blog (by paying the blogger), a flog (fake blog), a dark site controlled site unofficially operated by a company to disseminate favourable information about itself or denigrate the competition) or by simply infiltrating forums and newsgroups with individuals who post under false identities and work to become opinion leaders. [...]

[...] I.3/ Examples of stealth marketing Now it's time to illustrate this concept. I will provide one example of each type of stealth marketing / Transmitter known Offline To illustrate this, I will use editorial advertising as an example. This form of advertising used in the press is designed to resemble a newspaper article and appear to be "normal" and "objective". It must be adapted to the editorial line of the magazine, and a journalistic style must be employed. Many large-circulation magazines use this type of advertising, which is outside the traditional forms of publicity. [...]