Does Controversial Advertising Sell Product - Coursework Example

Since wary and cynical viewers are bombarded with an ever-increasing number of advertising messages, they immediately tend to put up their defenses as they detect they are being sold something. Marketers must therefore rely on more subtle methods of communicating a message to their consumers. Stealth marketing attempts to catch people at their most vulnerable by identifying the weak spot in their defensive shields. Stealth marketing represents the latest in a long line of marketers' attempts to get their brands noticed in a crowded marketplace by flying below the consumers' radar. It is considered a viable alternative to conventional advertising because it is perceived as softer and more personal than traditional advertising.

Stealth-marketing attempts to present a new product or service by cleverly creating and spreading "buzz" in an obtuse or surreptitious manner. (1) Instead of aggressively shouting to everybody at the same time, stealth marketing tends to whisper occasionally to a few individuals. It loads a product or service with attractive features that make it "cool" or "in" and relies heavily on the power of word of mouth to encourage customers to feel they just "stumbled" upon the product or service.

The main objective of controversial advertising is to get the right people talking about the product or service without it appearing to be company-sponsored. Essentially, it creates a positive word-of-mouth environment whereby selected consumers become spontaneous carriers of the message. Eventually, the message is diffused in concentric circles, from the trendsetters to mainstream consumers. The initial message can be conveyed in a variety of ways: physically (celebrities or trendsetters may be seen with the brand); verbally (people sneak the brand name in on-air or off-air conversations); virtually or virally (message is transmitted via internet chatrooms, newsgroups, or weblogs); or in any combination thereof. If consumers like the new product or service, they will be delighted to mention it to their friends and colleagues who probably know people just like themselves. By attempting to incorporate the product into the target audience's lifestyle, stealth marketing tends to present products and services by the softest sell of all.

Brand managers looking to move beyond the traditional reliance on 30- second TV commercials should explore the feasibility of using controversial advertising techniques. While stealth marketing is an emerging phenomenon in the controversial advertising arena, it will become more popular as marketers find it harder and harder to reach their target market.

Discussion

The Growing Popularity of Controversial Advertising

The growing popularity of stealth marketing derives from three factors that contributed to the diminishing effectiveness of television advertising and other traditional techniques. The first factor is the growing criticism of the advertising industry in general.