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Gideon123 Gideon123
wrote...
Posts: 524
5 years ago
Describe what is meant by stealth marketing and why consumers find it controversial and potentially unethical.
Textbook 
Marketing Management

Marketing Management


Edition: 13th
Authors:
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wrote...
5 years ago
Stealth marketing pays people to anonymously promote a product or service in public places without disclosing their financial relationship to the sponsoring firm.  They may pretend they're ordinary customers who happen to like the product, displaying, demonstrating, or talking it up in the process.  Consumers may find this unethical because they feel that the marketer is lying by failing to disclose his or her true motivation for talking up the product (i.e., getting paid).
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