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

- by Ramkishan Rajan & M. Salomi Diana *

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However, selecting effective channels to carry this message is becoming extremely difficult with traditional channels becoming more and more cluttered and fragmented. This is especially evident in the pharmaceutical industry where over 63,000 sales reps
detail doctors everyday with a hit rate of about 60% (Kotler & Keller, 2005). Television, considered to be the vanguard of promotional campaigns, is also under the scanner. According to Kevin Clancy, the average ROI of television advertising campaigns is about 1-4%². Shachar & Anand (1998) identified that having more information content in advertisements has greater impact on the viewer. But considering that the average person is subject to about 270 potential exposures (whether noticed or not) daily from TV, radio, magazines and newspapers (Media Matters, 2007)³; marketers are finding it difficult to provide rich and meaningful content to consumers. The traditional 30-second TV spot is proving less effective because some digital video recorders like TiVo give their viewers the ability to banish commercials (Eisenberg et al, 2002).

According to marketing experts like Marie Germain, the 4Ps are left-brain simple marketing models that target the conscious memory, which hits only 5% of the reasons consumers buy. The failure of many long standing marketing paradigms has led to the growing criticism of traditional marketing logic. Exhibit 2 outlines some of the more popular myths in marketing.

Exhibit 2

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2 http://www.copernicusmarketing.com/about/mzine/monthlyeds/nov03.html
3 "Our Rising Ad Dosage: It's Not as Oppressive as Some Think", Media Matters, February 15, 2007.

* 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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