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".
[...] "Fake PSP blog backfires for Sony", PC World) When both the videos and the blog were unmasked to have been produced by the corporation as part of a marketing campaign, there was extensive criticism on the Internet. The campaign was badly received by gamers and also criticized in the media. Now we know how to define stealh marketing, it's time to focus on our case study II/ CASE STUDY: DO YOU KNOW THIS BAND? II.1/ Project presentation After much hesitation, I finally decided to promote a rock band using a stealth marketing method. [...]
[...] In addition to deception, stealth marketing can involve intrusion and exploitation of social relationships as means of achieving effectiveness It is therefore a huge risk for companies to take. They can win big, but also lose a great deal. However, in my opinion, loss of public confidence is more important than the conquest of additional customers. If you were told by your employer to design and implement a stealth marketing campaign, would you accept the assignment? Explain It really depends on what kind of a campaign the company asked me to manage. [...]
[...] Establishing an immediate interaction between the product and the consumer is, in my opinion, the main source of stealth marketing effectivity. Indeed, the person feels involved with the product without realizing that they are being urged to feel this way by an agent. In short, stealth marketing seems to be a formidable weapon when it is used wisely. Ethics At first, it seemed to me that stealth marketing was a good solution to the problems facing today's advertisers. However, as the experiment gradually progressed, I felt uncomfortable with the idea of lying so much for a band that I didn't even know about a few hours earlier. [...]
[...] Similarly, we have seen the emergence in many companies of ethics directors who are responsible for dealing with these issues, and it is not certain that an ethics director would be able to allow a stealth marketing campaign. Thus, it seems more probable that some subcontractors (for example, an advertising agency) would be responsible for these abuses. We must therefore impose strict control systems in order to avoid a moral vacuum. CONCLUSION I learned a great deal during these courses on business ethics and stealth marketing. [...]
[...] In such a scenario, stealth marketing is totally forbidden. Some theorists have adapted the theories of social contract to the business world, whereby companies become quasi-democratic associations, and employees and other stakeholders have a voice regarding company business. This approach has become especially popular after the revitalization of the contract theory in political philosophy, due largely to the Theory of Social Justice by John Rawls and the emergence of the consensus approach to solving world problems (consensus approach is one aspect of the dynamic quality that emerged in the 1980s). [...]
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