What Makes Stealth Marketing Different From Traditional Marketing?
journal article
Journal of Public Policy & Marketing
Published By: Sage Publications, Inc.
https://www. jstor .org/stable/25651578
Firms striving to reach consumers through today's swell of marketing clutter frequently are employing novel marketing practices. Although many nontraditional marketing messages are effective through clever, entertaining, and, ultimately, benign means, others rely on deception to reach consumers. In particular, one form of covert marketing, known as stealth marketing, uses surreptitious practices that fail to disclose or reveal the true relationship with the company producing or sponsoring the marketing message. In addition to deception, stealth marketing can involve intrusion and exploitation of social relationships as means of achieving effectiveness. In this article, the authors consider the ethical implications using three stealth marketing case studies. They cast the discussion in the context of consumer defense mechanisms by employing literature on skepticism and persuasion knowledge to help explain the effectiveness of these practices. The authors identify the ethical problems inherent to stealth marketing and conclude their analysis with recommendations for marketers and public policy makers.
Journal of Public Policy & Marketing publishes thoughtful articles on how marketing practice shapes and is shaped by societally important factors, such as ecology, safety, health, consumer vulnerability, deregulation, privacy, and the legal and regulatory environments. The journal serves a growing interest group and illustrates the contribution of marketing in the legal and regulatory venue. Published quarterly, peer-reviewed articles help marketing professionals, professors, and students keep abreast of the latest government regulations and legal standards regarding marketing practices. Articles, written by scholars from fields such as economics, consumer affairs, government, marketing, and public policy, contain new perspectives, empirical results, and research methods, as well as careful analyses of how well consumers' needs are being met as they strive to improve the quality of their lives and make efficient choices against a backdrop of sophisticated and innovative marketing activity.
Sara Miller McCune founded SAGE Publishing in 1965 to support the dissemination of usable knowledge and educate a global community. SAGE is a leading international provider of innovative, high-quality content publishing more than 900 journals and over 800 new books each year, spanning a wide range of subject areas. A growing selection of library products includes archives, data, case studies and video. SAGE remains majority owned by our founder and after her lifetime will become owned by a charitable trust that secures the company's continued independence. Principal offices are located in Los Angeles, London, New Delhi, Singapore, Washington DC and Melbourne. www.sagepublishing.com
What Makes Stealth Marketing Different From Traditional Marketing?
Source: https://www.jstor.org/stable/25651578
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