Stealth Marketing
An Exploratory Analysis for Creating a Sustainable Strategic Marketing Communication Tool

- by Ramkishan Rajan & M. Salomi Diana *

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By traditional promotions and advertising, we refer to mediums like Television, Print-Ads, Sales Promotions, Company-sponsored Events, Direct Selling, Personal Selling, etc. As shown in Exhibit 1 (Page 537, Kotler), marketing communications activities contribute to brand equity in many ways. Marketing communications activities must be integrated to deliver a consistent message and achieve strategic positioning (Kotler & Keller, 2005).

Exhibit 1: Integrated Marketing Communications to Build Brand Equity

Source: Kotler

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* Contributed by: -
Ramkishan Rajan has completed his Bachelor's (Mechanical Engineering) from College of Engineering, Trivandrum, and is a marketing enthusiast with specific areas of interest in Marketing of high technology products and consumer behaviour.
M. S. Diana has done her Bachelor's (Computer Science) from IIT Chennai, and has a strong analytical approach to marketing. Her specific areas of interest include marketing strategy and brand management. She is also majors in operations.
Both are currently students of the PGDM Programme (Batch 2006-08) at IIM Kozhikode.

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