China Banned The Term '50 Cents' To Stop Discussion Of An Orwellian Propaganda Program. The motion picture industry is also operating under the same fundamental rights as any other kinds of communicational activities. At this point, marketers are risking their reputation and trust from you in exchange for your unguarded attention. If we were to practice similar regulations for the marketing industry, not a rating system, but informing the audience of what they should be informed of. Additionally, marketers should hold the duty of educating the public of the stealth marketing, or other forms of activities they practice, in the effort of fair and truthful treatment towards the audiences. Definitely, they were; the actors/actresses were trained to not be caught in the act. “No One Trusts Advertising or Media[xiv]” is a well titled article on the AdvertisingAge website. The survey was conducted online through status posts on my Facebook page. Turned out, nobody actually hated the cup. However, as stealth marketing evolves, the actions might be more absurd. Whole Foods Executive Used Alias. So, why is it important to know the source of your information? Moreover, there are other groups of people who are even more vulnerable or might be more adversely affected. Their campaign included not just ads, but seemingly “normal” user posts seen by 126 million unsuspecting Facebook users. According to De. Looking for a product, will you search for a review from a general blogger or from the company’s website. Retrieved January 31, 2016, from https://www.youtube.com/watch?v=Xjel16VcIWw, Media laws/ code of conduct – constitutional rights Freedom of the Press. Not knowing that a marketing activity is actually a marketing act, your protective mechanisms are put off guard. On the other hands, many consumer activists and marketing experts had different opinions on the issue. And yes it was, but not with a new mobile phone model being presented in your face by an extra friendly stranger. From the survey conducted, majority of the respondents as audiences felt neutral about stealth marketing as they have accepted the practice as a common act, where no serious harm is done, and that they can filter the message on the own. Wal-Mart's Jim and Laura: The Real Story. For example, in the case of Sony Ericsson T68i, customers may appreciate being able to experience the phones first hand, but some might feel that they are being deceived as they were marketed to in their vulnerable state of not knowing that they were being advertised to. Stealth marketing can be a great way to spread product info by word-of-mouth. With this, audiences have evolved. The options marketers choose for their campaigns depends on various factors, mainly financial reasons, business fits, target audiences, and creative elements. First of all, let’s look at the motion picture industry as I feel that it is closely related to this issue. Please note that 3 out of the 31 respondents in this survey were marketers who practiced stealth marketing. Retrieved January 31, 2016, from https://explorable.com/selective-perception, Carpenter, M., Bauer, T., & Erdogan, B. As a matter of fact, the more marketers practice stealth marketing, the less the audiences would trust them, then marketers would have to try even harder to grab the audiences’ attention. On the other hands, selective attention is “the act of focusing on a particular object for a period of time while simultaneously ignoring irrelevant information that is also occurring[xiii].” This theory addresses the attention we spent on what we currently need. That leaves roughly 61% of the respondents stating that they felt neutral about stealth marketing. But we should focus on standing out by being clever, refreshing, thought-provoking… not sleazy. August 8, 2002, marked a historical date for the marketing industry when one of the biggest mobile phone company at that time – Sony Ericsson, launched its guerrilla marketing campaign for its new mobile phone model T68i. With this statistic, there was a follow up question of “why do media people lie?” and 69% of the respondents believed that it is because “they (the media people) want to "sell" more effectively - their products, their brand, their ideas.” This helps explain why there was a need for stealth marketing, for marketers to disguise themselves as one of us and thus enjoying the trust we have for one another. Stealth marketing usually works only if the audiences do not realize that it is there, or do not feel intruded by it. During those interactions, the fake tourists would then present various features of the phone to the kind passersby. With these campaigns, relationships are created as the interactions happen, leading to better penetration of messages from the marketers. Undercover Actors/Actresses – In 2002, Sony Ericsson hired actors and actresses to market their T68i mobile phone by pretending to be tourists at various tourist attractions like the Empire State Building in New York. Who will be responsible for the consequences? Yet, with stealth marketing such as product placement or fake blogging, there is no escape. Then you found out the truth that the bloggers were sponsored by Wal-mart. The company was satisfied with the result. “I was with a bunch of hot girls and we would just walk into bars, whip out our BlackBerries, and try to get guys to look at them by flirting,” says Royter.
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