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Topic: Undercover marketing

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	Undercover marketing - Wikipedia, the free encyclopedia
		Undercover marketing (also known as buzz marketing, stealth marketing, or by its detractors roach baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to.
		Overall, the person doing the marketing must look and sound like a peer of their target audience without any ulterior motive for endorsing the product—employees of the company cannot do undercover marketing, nor can celebrities (except possibly to other celebrities).
		The topic of undercover marketing is explored as part of the 2003 documentary film, The Corporation.
	en.wikipedia.org /wiki/Undercover_marketing (770 words)

	Untitled Document (Site not responding. Last check: 2007-10-12)
		Marketing, though, is actually a range of inter-related subjects, methods, and techniques.
		One of the first things you are taught in marketing, at least in England, is to think of marketing as the 4 P's.
		Promotion is perhaps the more glamourous side of marketing, and certainly the one we are most aware of in our day to day lives.
	www.change-direction.com /What_Is_Marketing.htm (727 words)

	Undercover Marketing Uncovered
		The undercover operation was the brainchild of John Maron, Sony Ericcson's marketing director.
		Malcolm Gladwell, who wrote about such things in his book, "The Tipping Point," thinks undercover marketing is a bit of a con game: ìWell, there's an element, obviously, of deception involved that I don't think is the case in conventional advertising.
		When a company called Freedom Tobacco wanted to market Legal, their new brand of cigarettes, they didn't have a big budget, so they did what a lot of companies are doing lately: they went undercover.
	www.phaster.com /counter-ads/undercover_marketing.html (1707 words)

	What is Viral Marketing?
		Viral marketing is a marketing strategy that relies on individuals rather than traditional campaigns to pass along a message to others.
		Viral marketing is so named because of the tendency for messages to use "hosts" to spread themselves rapidly, like a biological virus.
		Undercover viral marketing presents messages in an unusual page or false news item without any direct incitement to pass it along, in the hopes that word-of-mouth will spread the message.
	www.wisegeek.com /what-is-viral-marketing.htm (458 words)

	Viral Marketing 101 (Site not responding. Last check: 2007-10-12)
		Viral marketing is sometimes used to describe some sorts of Internet-based stealth marketing campaigns, including the use of blogs, seemingly amateur web sites, and other forms of astroturfing to create word of mouth for a new product or service.
		Viral marketing is popular because of the ease of executing the marketing campaign, relative low-cost (compared to direct mail), good targeting, and the high and rapid response rate.
		The term viral marketing was originally coined by venture capitalist Steve Jurvetson in 1997 to describe Hotmail's email practice of appending advertising for themselves to outgoing mail from their users.
	www.juiceenewsdaily.com /1105/business/viral.html?1130887107703 (916 words)

	Online Undercover Marketing - Business Law Journal - UC Davis (Site not responding. Last check: 2007-10-12)
		A non-efficiency based argument in favor of undercover marketing is that these practices blur the line between entertainment and advertisement in such a way that some people may actually enjoy being targeted and involved.
		While these marketers may be able to achieve their promotional objectives in the short run, these undercover practices are likely to lose their efficacy as consumers become more cynical and cautious.
		[123] Thus, even if the undercover marketers were able to convince the FTC or courts that the very nature of their promotional efforts was not deceptive, the FTC could still rely on the content of the messages within the advertisements as being deceptive.
	blj.ucdavis.edu /article/637 (12046 words)

	Advertising slinks undercover - workopolis.com (Site not responding. Last check: 2007-10-12)
		It's called undercover marketing, a tactic that blurs the line between conning and advertising.
		Undercover marketing is effective because it targets a desired demographic group, Mr.
		Because undercover marketing is usually used in combination with other promotions, measuring its effectiveness is difficult.
	www.workopolis.com /servlet/News/fasttrack/20010720/MGMARK (896 words)

	[No title] (Site not responding. Last check: 2007-10-12)
		Viral marketing and viral advertising refer to marketing techniques that seek to exploit pre-existing social networks to produce exponential increases in brand awareness, through viral processes similar to the spread of an epidemic.
		Viral marketing is sometimes used to describe some sorts of Internet-based stealth marketing campaigns, including the use of blogs, seemingly amateur websites, and other forms of astroturfing to create word of mouth for a new product or service.
		Some argue the term viral marketing was originally coined by venture capitalist Steve Jurvetson in 1997 to describe Hotmail's basic reproductive rate is greater than one), standard results in epidemiology imply that the number of infected users will grow according to a logistic curve, whose initial segment appears exponential.
	fruition.net /viralmarketing.html (1752 words)

	OnJournalism
		Marketers have tried various methods to attract the teen dollar, each with varying amounts of success, according to a study done by Teen Research Unlimited (TRU), a marketing research company based in Illinois.
		The current teen market is notoriously hard to market to because their generation has been exposed to advertising in various forms since childhood and can recognize advertising techniques.
		Marketing to teens is not going to end despite the belief that it may not be as effective as other aspects of teens’ lives.
	www.uwec.edu /larsoja/CJ427/heidkefinal.htm (2044 words)

	Metroactive Features \| Undercover Marketing
		Years ago, the controversy over marketing used to be over subliminal advertising--a refreshing can of Coke stuck into a frame of a movie or a naked sex orgy within an ice cube of a gin ad.
		Undercover marketing, which falls under the umbrella of stealth and guerrilla marketing, could be anywhere.
		When it works, undercover marketing does exactly that: the targeted cynical candidate will not only begin using that product but will also tell their friends about it, inciting a planned viral effect (meaning it spreads like a virus).
	www.metroactive.com /papers/metro/05.12.04/marketing-0420.html (3340 words)

	Tampa Web Site Design (Site not responding. Last check: 2007-10-12)
		Viral marketing is so popular because it is relatively easy to execute, relatively low-cost (compared to direct mail), good targeting, and the response rate generally is very high and quick.
		The main strength of viral marketing is that it is able to reach a large number of interested people at a usually very low cost.
		Undercover: The underconver message is presented as a cool or unusual page, activity, or piece of news, without obvious incentives or reasons to link or pass along.
	www.jedimarketingconcepts.com /wordpress/index.php (936 words)

	WOMMA: Word of Mouth Marketing Association (Site not responding. Last check: 2007-10-12)
		Word of mouth marketing is a new profession, and we are still in the formative stages of this new relationship with consumers.
		We stand against shill and undercover marketing, whereby people are paid to make recommendations without disclosing their relationship with the marketer.
		Any personally identifiable information gathered from consumers through their participation in word of mouth marketing programs should be used only in the confines of that particular program, unless the consumer voluntarily gives us permission to use it for other purposes.
	www.womma.org /ethicscode.htm (942 words)

	Word Spy - undercover marketing
		Marketing in which actors promote a product in a real-world setting while posing as regular people.
		"'Undercover marketing' is gaining ground as advertisers resort to non-traditional tactics to get their brands noticed and talked about."
		Appropriately, undercover marketing (also known as buzz marketing) comes in various disguises.
	www.wordspy.com /words/undercovermarketing.asp (282 words)

	Guerrilla marketing - Wikipedia, the free encyclopedia
		Guerrilla marketing, as described by Jay Conrad Levinson in his popular 1982 book Guerrilla Marketing, is an unconventional way of performing promotional activities on a very low budget.
		Such promotions are sometimes designed so that the target audience is left unaware they have been marketed to and may therefore be a form of undercover marketing (also called stealth marketing).
		Guerrilla Marketing is a loosely defined term and lately has been used as a descriptor for many types of non-traditional media.
	en.wikipedia.org /wiki/Guerrilla_marketing (574 words)

	Advertisers Draw Fire for Using Undercover and MLM Tactics! : ArriveNet Press Releases : Business (Site not responding. Last check: 2007-10-12)
		If the current trends hold true it"s almost certain that you"ll be the target of "undercover" or "referral marketing" as more companies use undercover marketing and more of your friends will start trying to make a few extra bucks referring people to the products that offer them commissions for making those referrals.
		Network Marketing has exploded in the last 20 years since Amway fought their landmark case making and distinguishing the MLM or multi-level commission structure as legal and separate from a illegal pyramid structures.
		The challenge will be for marketers to use these tactics in such a way that the don"t alienate the very consumers they"re hoping to win over.
	press.arrivenet.com /business/article.php/499430.html (1042 words)

	Gryphon Entertainment — Articles: Playing Hide And Seek In The World of Media (Site not responding. Last check: 2007-10-12)
		Undercover marketing is gaining ground in the world of film, television, and interactive games.
		Playing Hide and Seek in the World of Media contemplates the ethical implications of undercover marketing in all its forms, and how marketers intend to grab the publics' attention in a world that has become immune to traditional advertising messages.
		The article also examines cases where this new form of marketing helped independent filmmakers to stand their ground in the onslaught of Hollywood product.
	www.gryphonent.com /Articles/playinghideandseek.html (119 words)

	Word Spy - tribal marketing
		A marketing strategy that attempts to create social groups or communities that are centered around a product or service.
		And it's been 10 years since the rise of "niche" or tribal marketing in response to the cult of individualism.
		Thus, the credo of tribal marketing is that postmodern people are looking for products and services that not only enable them to be freer, but can also link them to others, to a community, to a tribe: products and services that not only have a use value but also have a linking value.
	www.wordspy.com /words/tribalmarketing.asp (203 words)

	Buyer Beware: Uncovering Undercover Advertising
		While a more sophisticated and discerning breed of consumers has inspired innovative approaches to slipping past consumer radar, it has also resulted in undercover marketing operations that are avoiding detection altogether.
		Whether or not it is considered a fresh approach to product endorsement, or protested as a deceptive form of commercialism, stealth marketing is being unobtrusively infused into our daily lives.
		While the mainstream media still has the power to hit huge demographics, consumers have also developed an awareness of its objectives, and it is the guerrilla tactics of 'live' stealth marketing that has become a prevailing issue of controversy.
	www.galtglobalreview.com /business/buyer_beware.html (988 words)

	Resident Evil viral marketing ploy backfires - Beyond3D Forum
		A marketing campaign to promote the latest version of the Resident Evil video game has provoked a panic about the spread of a non-existent mobile phone virus.
		CE Europe, the company behind the marketing campaign, has issued a press release which makes it clear that the whole thing is a promotional stunt.
		I saw a show about undercover marketing aka guerilla marketing and it made me laugh because one company hired people to go onto messageboards and flood them with praise for their products.
	www.beyond3d.com /forum/showthread.php?t=13077 (616 words)

	Strategymag.com - Youth marketers go undercover to tempt teens
		Hence, interest in so-called "word-of-mouth" or "undercover" initiatives continues to rise among youth marketers, who are always eager to pursue innovative methods to approach teens, and with good reason.
		Media saturation is the cause of the current infatuation with word-of-mouth marketing, particularly among corporations trying to appeal to media-savvy youth.
		The "seeders" at Matchstick aren't paid actors; rather they are individuals chosen through a vigorous screening process that includes a market research questionnaire asking about lifestyle, as well as their response to the product in question.
	www.strategymag.com /articles/magazine/20011203/roach.html (500 words)

	7CM Online Marketing Tips: July 2004 (Site not responding. Last check: 2007-10-12)
		Katherine Stone of Decent Marketing points to this story Undercover Marketing Uncovered from 60 Minutes.
		Your own conscience should tell you, but I will say that as more "undercover marketing" is uncovered, you can expect consumers to become wise to the fact.
		Kathy at Niche Marketing Profit Blog is clearly an ideas person and a naturally creative thinker, always finding the relevance in the seemingly totally unrelated.
	7cmarketing.supremeserver20.com /blog/2004_07_01_archive.html (2242 words)

	[No title]
		Basically, marketeers are trying to create buzz by sending their guys into the field with shiny new products in hand to engage people in casual, friendly encounters and conversations.
		Yet again, marketing misses the point of buzz and embarrasses itself.
		The marketing guys interviewed for the piece said this "undercover" stuff is trend setting.
	blogs.sun.com /jimgris/entry/60_minutes_undercover_marketing (361 words)

	guerrilla marketing - Center for Media and Democracy
		The U.S. Federal Trade Commission directed "companies engaging in word-of-mouth marketing, in which people are compensated to promote products to their peers," to "disclose those relationships." Otherwise, it could be deceptive marketing, as people are more likely to trust product endorsers "based on their assumed independence from the marketer," according to the FTC.
		The head of the Word of Mouth Marketing Association (WOMMA) called the FTC's decision "an endorsement of the industry's efforts to police itself." Advertising Age reports that the FTC ruling "could lead to increased spending" on word-of-mouth marketing.
		A "stealth marketing campaign" by Sony in Philadelphia, San Francisco, New York and other large U.S. cities is generating controversy.
	www.prwatch.org /taxonomy/term/116/9 (1357 words)

	'Virus' Advertising - Pretty Women And 'Cool' Kids Planted To Sell Products
		Viral marketing at street level is now so cool it could melt your Häagen-Dazs, the very familiar brand of ice-cream which is about to spend £6.5 million on viral marketing on the internet.
		Naturally, viral marketing was conceived in the US and, naturally, the first target was the internet and cross-referencing products to our free e-mail services.
		Rogier van Bakel of Advertising Age Creativity has charted the progress of viral marketing from its New York roots, and predicts its arrival in the UK is imminent.
	www.rense.com /general12/virusadvertize.htm (1168 words)

	BBC News \| BUSINESS \| Undercover advertising targets consumers
		Consumers around the world may only just be catching on to the idea of "product placement" - the fact that they see certain brands in films because the manufacturers and their advertising and marketing agencies have spent a lot of money placing them there.
		It is also called "viral marketing," and guerrilla companies say their five-fold increase in business proves it works.
		But, with plans to spread the germ of guerrilla marketing out of the US and into Britain and other countries, that may soon be seen.
	news.bbc.co.uk /1/hi/business/1496213.stm (522 words)

	Word-of-Mouth Communication Study: October 2005
		And not only is there an institutional affiliation in buzz marketing, but this affiliation is not marked by the context cues (meaning no one is in uniform, one may not be in a "commercial" setting, etc.).
		So with buzz marketing campaigns there is greater opportunity for people to feel like they are being misled (even though there may be no intention to mislead).
		Further, their position opens up the perception that Tremor engages in stealth or undercover marketing (see WOMMA’s stance on stealth marketing, recently released in light of news stories about the legality and ethics of WOM and buzz marketing, but consistent with the association’s position from the beginning).
	wom-study.blogspot.com /2005_10_01_wom-study_archive.html (6945 words)

	Advertisers Draw Fire for Using Undercover Marketing Tactics
		As advertising has become advertising ad nauseam, and we are forever being pitched to, marketed to, and appealed to by someone trying to sell us something more advertisers are looking at new ways to deliver their message to you.
		MLM or Network Marketing companies offer you and your friends of course, commissions for referring people to their products.
		He says Network Marketing still teaches people to go into social settings to pitch their products, however, they’ve learned it works much better if you’re up front about whom you are and what you’re doing.
	www.emediawire.com /releases/2005/12/prweb317981.php (1108 words)

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