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首页> 外文期刊>California management review >Stealth Marketing: How to Reach Consumers Surreptitiously
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Stealth Marketing: How to Reach Consumers Surreptitiously

机译：秘密行销：如何秘密接触消费者

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摘要

As traditional television advertisements continue to lose their effectiveness, brand managers are being more pressured to think creatively by going undercover to reach consumers surreptitiously. To capture the attention of jaded, fickle consumers, they are urged to devise below-the-radar approaches that are harder to detect. This article examines six stealth marketing techniques and shows how stealth marketing is a viable alternative to obtrusive conventional advertising. Some stealth efforts are so subtle that consumers do not know they are being pitched to. There are emerging ethical and legal issues raised by critics of these techniques. While some stealth marketing campaigns are setting off alarms with consumer watchdog groups, these techniques will inevitably grow more common. They have a powerful role to play when they are tastefully implemented and respect consumers' intelligence. Brand managers are gambling that the benefits of stealth marketing will outweigh the complaints of its critics.
机译：随着传统电视广告的有效性不断下降，品牌经营者承受的压力越来越大，他们不得不秘密地接触消费者。为了吸引疲倦，多变的消费者的注意力，敦促他们设计出难以发现的雷达下方法。本文研究了六种隐身营销技术，并说明了隐身营销如何成为干扰性常规广告的可行替代方案。一些隐蔽的努力是如此微妙，以至于消费者不知道自己正在被推销。这些技术的批评者提出了新的道德和法律问题。尽管一些隐形营销活动正在引起消费者监督组织的警觉，但这些技术将不可避免地变得越来越普遍。实施高雅并尊重消费者的情报时，他们可以发挥强大的作用。品牌经理们在赌博，认为隐性营销的好处将胜过批评者的抱怨。

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