Stealth Marketing

Several  products  are  banned  from  being  advertised  and  promoted  and  marketed.  Also,  there  is  a  lot  of  advertiment  overload  on  all  channels  of  marketing  communication.  In  this  scenario,  stealth  marketing  is  an  unethical  marketing  practice  that  has  become  increasingly  and  disturbingly  common.  Stealth  marketing  is  also  known  by  names  like  buzz  marketing,  undercover  marketing  or  guerilla  marketing.  The  concept  of  stealth  marketing  is  based  on  the  premise  of  catching  the  consumer  unawares  by  marketing  in  places  and  ways  where  it  is  least  expected  and  often  not  even  identified.[1]

In  a  very  commonly  used  stealth  marketing  method,  organizations  pay  people  to  pose  as  normal  consumers  and  spread  word  of  mouth  about  the  positive  aspects  of  the  products  being  marketing.  In  a  live  example,  Sony  Eriksson  hired  employees  who  posed  at  tourists  at  famous  tourist  attraction  and  asked  others  to  click  their  photograph  using  the  newly  launched  T681  mobile  phone  as  a  pretext  for  discussing  the  benefits  and  features  of  the  phone.

Stealth  marketing  may  be  considered  an  innovative  approach  to  marketing  but  to  conservative  critics  as  well  as  a  sizeable  proportion  of  the  general  public,  it  appears  distasteful  and  unethical.

Using  unethical  marketing  practices  is  generally  more  prevalent  in  domains  where  the  consumer  cannot  quantitatively  measure  and  objectively  evaluate  the  various  processes  connected  with  the  transactions.  Conventionally,  in  the  services  sector,  unethical  marketing  practices  had  a  lesser  penetration  because  the  consumer  could  objectively  comprehend  the  various  variables  that  were  involved  in  the  purchase.  However,  with  services  sector  becoming  intensely  competitive  and  increasingly  deregulated,  unethical  practices  have  begun  to  infiltrate.

Unethical  marketing  practices  in  the  services  sector  originate  from  some  attributes  of  services  which  distinguish  services  from  good.

(a)  Intangibility–  Services  have  a  huge  magnitude  of  intangibility  as  compared  to  goods.  Because  of  this  factor,  it  become  inherent  that  consumers  depend  on  the  salespersons’  advice  in  evaluating  the  intangible  cues.  Thus,  the  consumers  inability  to  make  an  informed  decision  unaided  by  a  salesperson  or  a  person  in  a  similar  role  makes  the  consumers  vulnerable  to  unethical  marketing  practices  where  services  may  be    overvalued  without  having  that  much  transfer  of  value  to  the  consumer.

(b)  Inseparability  –  the  services,  especially  professional  services,  are  generally  inseparable  from  the  provider.  Thus,  in  a  long  time  association,  consumers  tend  to  become  emotionally  dependent  on  the  service  providers.  This  leaves  them  without  the  ability  to  objectively  evaluate  other  providers  and  also  make  them  easy  prey  to  unethical  practices.

(c)  Nature  of  product  –  services  are  not  products  that  can  be  maintained  in  inventory.  Thus,  there  is  a  tendency  among  service  providers  to  hard  sell  and  over  sell  during  periods  when  seasonally  demand  is  low.  For  example,  in  the  season  when  income  tax  returns  do  not  need  to  be  filed,  chartered  accountants  ma  try  to  over  sell  their  services.[1]

Ethical issues in marketing are too many to innumerate separately. We can only hope to club them together and study a general trend in a short paper. Insight into each unethical practice would require a lot more research. However, certain common trends can be noted from the short study conducted here.

Unethical marketing is generally aimed at gaining an unfair advantage in terms of sales growth, market share and brand image. However, whenever unethical practices come to light, the negative impact that they have on each of these three is far too severe. Also, in the present globalized world which has almost perfect information flow across and within markets, unethical marketing practices can come to light with  much less effort and are far more damaging than they used to be. The amount of negative publicity generated is unparalleled by another crisis.

In this study, we have not considered the indirect forms of marketing such as fair trade practices. These also come under ethical marketing practices.

In conclusion, it can be said that ethical issues in marketing have gained a lot more importance in recent times. Brand building is a major component of marketing that is directly affected by ethical marketing and in general, ethical business practices. Thus, it is in the favor of organizations to follow ethical marketing as there are lot of returns from it.


(1) Philip Kotler, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jhal, “Marketing Management – a South-Asian perspective”, 13th edition, Pearson Education, pg 525, 625-626

(2) Roy Langer, “CSR and Communication ethics – The case of Stealth Marketing”

(3) Herbert Jack Rotfeld, “The cynical use of marketing to the unwitting consumer”, Auburn University, Alabama, USa

(4) C.P. Rao and Anusorn Singhpakdi, “Marketing ethics – A comparison between services and other marketing professionals

(5) Geoffrey Klempner, “Ethics and Advertisments

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with MyHomeworkGeeks
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Don't really see any of sources I provided, but elsewise its great, thank you!
Customer 452697, May 8th, 2021
Business and administrative studies
looks good thank you
Customer 452773, March 3rd, 2023
Business and administrative studies
Excellent job
Customer 452773, March 17th, 2023
Thank you for your hard work and help.
Customer 452773, February 13th, 2023
Criminal Justice
The paper was not accused of plagiarism and was written very well. I will let you know the grade once it is graded. Thank you
Customer 452671, April 26th, 2021
Business and administrative studies
Customer 452773, February 23rd, 2023
Business Studies
Thank you very much for a good job done and a quick turn around time.
Customer 452615, March 31st, 2021
10th grade English
very good
Customer 452773, March 26th, 2023
Business and administrative studies
excellent paper
Customer 452773, March 3rd, 2023
Thank youuuu
Customer 452729, May 30th, 2021
Business and administrative studies
excellent, got a 100
Customer 452773, May 17th, 2023
Business and administrative studies
great job as always
Customer 452773, February 26th, 2023
Customer reviews in total
Current satisfaction rate
3 pages
Average paper length
Customers referred by a friend
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat

Sometimes it is hard to do all the work on your own

Let us help you get a good grade on your paper. Get professional help and free up your time for more important courses. Let us handle your;

  • Dissertations and Thesis
  • Essays
  • All Assignments

  • Research papers
  • Terms Papers
  • Online Classes


eskişehir escort
- Korsan taksi Antalya


eskişehir escort
- Korsan taksi Antalya