Sucipto, Elissa Dewi (2016) UNSPECIFIED Jurnal Manajemen: Untuk Ilmu Ekonomi dan Perpustakaan, 1 (2).

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Abstract

Less effective traditional marketing to reach customers, make product marketers begin to think of other ways that are more effective in reaching consumers. There are many techniques commonly done by marketers, one of which is a stealth marketing. Stealth marketing is a marketing strategy that is done subtly and quietly, meaning that consumers do not know and realize that they are being persuaded by marketers to have an interest in the products that it markets. Stealth marketing can be an effective marketing strategy because it can avoid self-defense (defense mechanism) contained within the consumer. Consumers wil not more likely have first refusal to marketing communication messages, because consumers are not aware of receiving the message. Although stealth marketing can benefit the company because of its low cost, but stealth marketing is also considered unethical done in reaching consumers. 3 elements in stealth marketing that are inappropriate to do, include: deception, intrusion and exploitation.

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