Ambush Marketing. As billboards, radio commercials, So now you get really parano

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Ambush Marketing. As billboards, radio commercials, So now you get really paranoid. You've heard of prod- print ads, and 30- or 60-second TV spots become increas- uct placement, where movies offer lingering shots on ingly lost in the blurred onslaught of advertising, the larger specific products (funny how the actors always drink Coke advertising companies are increasingly turning to more or Heineken beer; and didn't Halle Berry look great in that creative means to get the name of their product or ser coral-colored Ford Thunderbird in the James Bond movie ice in front of the increasingly overloaded attention span Die Another Day-did you know you could buy a Thunder- bird in that exact color?). But what if that group of com- muters on your morning train discussing a new movie or TV show or book was planted there deliberately? What if the friendly woman with the cute six-year-old at the play- ground who was talking about how her son loves his new . Imagine you're at the Washington Monument when a young couple with a camera approaches and so you agree to take a photo of them. video game was also an actressi? As you're lining up the shot, the gentleman explains it's the newest model, he got it for only $400, and it does this, that, and the other. Cool. picture, return the camera, and walk away. It's nice to help people Such tactics take the concept of target marketing to a whole new level. Advertisers plant seemingly average folks in the middle of a demographically desirable crowd and begin to sing the praises of a new product or service while conveniently failing to mention that they have been hired to do so, and may have never even heard of the prod- You take the The New York bar is crowded, with a line of people uct or service before they took the gig three deep. Just as you manage to flag the bar- tender's attention, a neighboring patron tries to latch onto your good luck. "Say, buddy, I see you're about to order a couple of drinks," your neighbor says. If I give you a ten-spot, could you get me a Peach Royale?" The request seems harmless. Why not? 1. Is this unethical marketing? Explain why or why not 2. Critics argue that such campaigns "blur the lines between consumerism and con artistry." Is that a fair assessment? Why or why not? 3. How would you feel if you were involved in such an .A colorful cardboard box plastered with a we4. If the majority of consumers are already skeptical about most advertising they are exposed to, how do known logo of a certain computer maker sits in the lobby of your building for several days. Not only does the trademark get noticed, but residents may also assume a neighbor has made the purchase. So you think the general public would feel about such 5. Supporters of these campaigns argue that our econ- omy is built on consumerism and that if you don't find more effective ways to reach consumers, the entire economy will suffer. Does that make the practice OK? Should we just accept it as a nuisance and a neces- the minds of certain consumers. All perfectly reasonable and innocent everyday occur- rences, right? But how would you feel if the couple at the Washington Monument raving about their new camera was really a pair of actors planted in targeted to praise the virtues of digital cameras to an unsuspect- ing public? Your innocent neighbor in the bar was actually performing a "lean-over"-a paid commercial for Peach Sources First and second items are adapted from Neil McOstrich, "Chossing the Line Royale; and the computer box was left in the lobby of your Marketing Maganine 107, no.45 (November 11, 2002) p 24 and the third from Brian building deliberately at the minimal cost of a "contribution" t Others Question lts Ethics The Wall Street to the building's doorman. sary evil like solicitation calls during dinner? 6. Would your opinion change if the advertisers were more obvious in their campaigns-such as admitting locations after each skit that the raving fans were really actors Steinberg. "Undercover Marketing Is Gaining Ground-Some Promoters Are Doing I Joumal leastern editionl, December 18, 2000, p817D

Explanation / Answer

The acceptance by the advertisers, that they are the paid actors rather the consumers giving product reviews, will instill confidence, trust and positive perception among the audience. It will make the whole campaign as another way to communicate with the people and convey the message. Hence, the element of unethical conduct or conning of the consumers are eliminated. Hence, the opinion changes in favor of the advertisers as they come up with honest disclaimers. It will play a role when the consumer buying process takes place and different alternatives are evaluated with regard to each other. Any company, coming up with declaration with such advertisement, will build a positive rapport and help consumers to make rational choices in their buying decisions and opinion will not favor the advertisers that they came out with the truth.

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