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Undercover Marketing
SELLING AN EXPERIENCE
BROAD OUTLOOK
Marketing
Techniques
Conventional
Marketing
Advertising
Sales
Promotion
Publicity &
Public
Relations
Personal
Selling
Unconventional
Marketing
Guerilla
Marketing
Ambient
Marketing
Wild
Posting
Undercover
Marketing
Viral
Marketing
Alternative
Marketing
Presence
Marketing
Ambush
Marketing
Experiential
Marketing
Presume
Marketing
Social
Marketing
Guerilla
Marketing
Ambush
Ambient
Presence
Wild
Posting
UndercoverViral
Experiential
Alternative
Presume
WHAT IS UNDERCOVER
MARKETING?
Undercover
Stealth
One
Marketing
technique
(3 outlooks)
Buzz
Question 1- Undercover Marketing
Question 2- Why is this also known as
stealth marketing?
Question 3- Why is buzz marketing also
known as stealth/undercover?
Astroturfing
form of advocacy
getting the consumer to become an
“advocate” for the brand or cause
senior political leaders
approaching technology start-ups
remain in the spotlight
trying to pull their opponents off the pedestal.
Purpose
to generate buzz.
is economical
network of referrals which grows and grows
reach consumers isolated
consumers tend to trust it
Financial risk here is relatively small
Risk
• consumers discover
they have been
manipulated into
liking the product,
they generally
become angry at the
marketer (and by
association that
product) over being
misled.
• In some cases, the
amount of buzz
generated by a failed
campaign can exceed
that of a successful
one, only with the
opposite of the
desired result.
Who uses Undercover marketing
• small companies with
limited advertising
budgets
• large companies that
want to generate buzz
for a product ahead of
a more traditional
marketing campaign.
For example-1
• a new, independently owned bike shop
• to create a viral word-of-mouth effect in its
city
• employ a few bike enthusiasts
• visit bike-related websites , go to biking
community events to talk about the shop,
through casual conversation with the shop's
target demographic.
For Example-2
• A major shoe company
• hire a few professional basketball players
• wear a newly designed pair of sneakers in
public for several weeks before the company
begins advertising the design.
Brand Pushers (also known as
Leaners)
hired novice actors
approach unsuspecting
people
real-life situations
trendy bars, music stores,
malls, & tourist hot spots.
act nice
create a chain of influence.
maintain utter secrecy
signing confidentiality
agreements .
Sony Ericsson, campaign
“fake tourists”
celebrities
paid
appearances in marriages,
Restaurants, malls,
shopping complex
prior instructed to
pick/promote particular
brands and items for
themselves and to appraise
them.
Book Sellers
distribute books free
specimen copy to the
teachers
further recommend
hundreds of students
Celebrity Marketing
Marketers use
celebrities
endorse their
product and
services
TV shows, reality
shows, advertising
commercials, or
events etc.
Reality shows
particular brands
like Amul / Rice
Brand Oil
Master Chef
India-season 3
projected as
healthiest of all
others substitutes
available in the
markets by the
celebrities
The product
placement
Coke paid millions
of rupees
its appearance
noticed in the
movie Taal
was a part of the
movie itself.
Lakme
a high fashionable
movie “Heroine”
as a cosmetic
range.
Marketing in Video Games
Promoting brands and logo’s in
electronic games
more
interacting with the game
numerous of times
movies or TV which are typically viewed
only once.
Gamers
show positive attitude
brand placements in games
did not consider deceptive (M.R. Nelson,
2002).
Video games makers mostly use real
brands and logos in sport games like in
Car racing, real car names are used.
Pay a licensing fee to use others company
logos
increasing their profits and promoting
their brands.
Electronic Arts
world’s biggest producers of video
games,
paid millions of dollars to the National
Football League for its “Madden
Football” game series
(Kaikati & Kaikati, 2004).
capitalize
ever-growing popularity
video games
ability to reach a huge audience.
UNDERCOVER MARKETING- INDIAN PERSPECTIVE
Marketing through Music and Music
Albums/videos:
music albums and
videos
in a way which
doesn’t look like a
marketing practice
Dabbang movie
“Zandu balm
“Munni badnam
hui…”
in Dabbang 2
promoted “Fevicol”
Product Placement
Promotional tactic
real commercial
product
in fictional or non-
fictional media
make money
featuring few
products
“Big Boss”
promoted various
products
associating it with
the task
focusing on
products
as branded
eatables, grocery
items etc.
by blending
advertisements
with popular
media,
robbing the
public of their
ability to control
when and where
they are
advertised too.
The Corporation
The Joneses

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UNDERCOVER MARKETING- INDIAN PERSPECTIVE

  • 5. Question 1- Undercover Marketing Question 2- Why is this also known as stealth marketing? Question 3- Why is buzz marketing also known as stealth/undercover?
  • 6. Astroturfing form of advocacy getting the consumer to become an “advocate” for the brand or cause senior political leaders approaching technology start-ups remain in the spotlight trying to pull their opponents off the pedestal.
  • 7. Purpose to generate buzz. is economical network of referrals which grows and grows reach consumers isolated consumers tend to trust it Financial risk here is relatively small
  • 8. Risk • consumers discover they have been manipulated into liking the product, they generally become angry at the marketer (and by association that product) over being misled. • In some cases, the amount of buzz generated by a failed campaign can exceed that of a successful one, only with the opposite of the desired result.
  • 9. Who uses Undercover marketing • small companies with limited advertising budgets • large companies that want to generate buzz for a product ahead of a more traditional marketing campaign.
  • 10. For example-1 • a new, independently owned bike shop • to create a viral word-of-mouth effect in its city • employ a few bike enthusiasts • visit bike-related websites , go to biking community events to talk about the shop, through casual conversation with the shop's target demographic.
  • 11. For Example-2 • A major shoe company • hire a few professional basketball players • wear a newly designed pair of sneakers in public for several weeks before the company begins advertising the design.
  • 12. Brand Pushers (also known as Leaners) hired novice actors approach unsuspecting people real-life situations trendy bars, music stores, malls, & tourist hot spots. act nice create a chain of influence. maintain utter secrecy signing confidentiality agreements . Sony Ericsson, campaign “fake tourists” celebrities paid appearances in marriages, Restaurants, malls, shopping complex prior instructed to pick/promote particular brands and items for themselves and to appraise them. Book Sellers distribute books free specimen copy to the teachers further recommend hundreds of students
  • 13. Celebrity Marketing Marketers use celebrities endorse their product and services TV shows, reality shows, advertising commercials, or events etc. Reality shows particular brands like Amul / Rice Brand Oil Master Chef India-season 3 projected as healthiest of all others substitutes available in the markets by the celebrities The product placement Coke paid millions of rupees its appearance noticed in the movie Taal was a part of the movie itself. Lakme a high fashionable movie “Heroine” as a cosmetic range.
  • 14. Marketing in Video Games Promoting brands and logo’s in electronic games more interacting with the game numerous of times movies or TV which are typically viewed only once. Gamers show positive attitude brand placements in games did not consider deceptive (M.R. Nelson, 2002). Video games makers mostly use real brands and logos in sport games like in Car racing, real car names are used. Pay a licensing fee to use others company logos increasing their profits and promoting their brands. Electronic Arts world’s biggest producers of video games, paid millions of dollars to the National Football League for its “Madden Football” game series (Kaikati & Kaikati, 2004). capitalize ever-growing popularity video games ability to reach a huge audience.
  • 16. Marketing through Music and Music Albums/videos: music albums and videos in a way which doesn’t look like a marketing practice Dabbang movie “Zandu balm “Munni badnam hui…” in Dabbang 2 promoted “Fevicol”
  • 17. Product Placement Promotional tactic real commercial product in fictional or non- fictional media make money featuring few products “Big Boss” promoted various products associating it with the task focusing on products as branded eatables, grocery items etc. by blending advertisements with popular media, robbing the public of their ability to control when and where they are advertised too.