Reading Notes on Stealth Marketing

How to reach Consumers Surreptitously

Stealth Marketing represents the latest in a long line of marketers' attempts to get their brands noticed in a crowded marketplace by flying below the consumers' radar.

The initial msg can be conveyed in certain ways: physical; verbally; virtually or virally.

3 reasons bring Stealth Marketing to the table:

1. The growing criticism of the general advertising industry
2. Marketers are finding it more and more difficult to track down potential customers because audiences are more and more fragmented.
3. Other technological threats to traditional TV. eg. Video Gaming, IPTV.

Types of stealth Marketing

• Viral Marketing : "word of mouth" via a digital Platform
• Brand pushers are hired novice actors and actresses who approach unsuspecting people in real-life situations by personally slipping commercial messages in trendy bars, music stores, and tourist hot spots.
• celebrity marketing. Hire well known celebrities and let them unintentionally slip out information in public ocassions. Then major TV network becomes marketing platforms.
• bait-and-tease marketing
• marketing in video games
• marketing in pop and rap music