Stealth Marketing: How to Reach Consumers Surreptitiously

Abstract

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel that brand managers need to consider the strengths and weaknesses of stealth marketing and traditional marketing before they decide on either.

Keywords: stealth marketing, word of mouth

JEL Classification: M30, M31, M37, M39