In the traditional television advertising continues to lose its effectiveness, brand managers are being more pressure to think creatively, going undercover to reach consumers surreptitiously. To attract the attention of jaded, fickle consumers, they are encouraged to develop under the radar approaches, which are difficult to detect. Examines six stealth marketing, and shows how stealth marketing is an alternative to the usual hype. Some tricks efforts are so thin that consumers are not aware that they are being pitched at. New ethical and legal issues, critics of these methods. Although some tricks campaign marketing offsetting concerns with consumer watchdog groups, these methods will inevitably grow more common. They have a powerful role when they are tastefully implemented and intelligence for consumers. Brand managers are gambling that the advantages of stealth marketing will outweigh the complaints of his critics. "Hide
by Jack G. Kaikati, Andrew M. Kaikati Source: California Management Review 18 pages. Publication Date: August 1, 2004. Prod. #: CMR288-PDF-ENG
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