What Is Stealth Marketing?

Hidden marketing communication is a marketing communication technique. It involves the use of various techniques to conceal the communication content in film and television programs, sports fields, music, and online games in recent years. This communication technique focuses on It s audience acceptance, against explicit implantation

Hidden marketing

Hidden marketing communication is a marketing communication technique. It involves the use of various techniques to conceal the communication content in film and television programs, sports fields, music, and online games in recent years. This communication technique focuses on It s audience acceptance, against explicit implantation

Chinese name

Hidden marketing

Foreign name

Implicit Marketing

Definition

Marketing

Hidden marketing communication did not first appear in film and television. On the sports field, hidden marketing should have appeared earlier. In the era of no advertising, red bulls held by racers and Nikes worn by sprinters can be regarded as hidden marketing communications. However, because of the hidden marketing on the sports field for many years, consumers have already been clear about the operation methods, so recessive is no longer implicit, but explicit. This is the trend of hidden marketing development, and this is also the irreversible trend of audience communication.

In recent years, the integration of products or brands in film and television performances, music events, and online games still has a lot of room for marketing. In addition, many industries can still become a hidden space for hidden marketing.

Hidden marketing theory believes that consumer word-of-mouth product promotion methods, in fact, this concept has been used sporadically for a long time, until the widespread use of new technologies such as the Internet did not make it shine. Compared with traditional marketing, implicit marketing is not "broadcasting" offensively to all consumers, but "busy flying at low altitude" through the hustle and bustle of traditional advertising, and "whispering" to a small number of specific consumers Information enters the "radar horizon" of consumers. The main goal of hidden marketing is to find the right person to talk about a product or service so that consumers don't see it as a company initiative. The key to implicit marketing is to create an environment of positive word of mouth, where consumers are willing to spread product or service information on their own initiative. The effect of hidden marketing is that consumers like the product and brand, and excitedly introduce it to friends, and expect them to like the product or brand like him. With this effect, product information has spread from consumers in the central circle leading fashion to mass consumers. The diffusion methods include physical (visible brand celebrities), verbal (people communicate product brand information publicly or privately), or other combinations. the way.

U.S. expert Kegati summarized six typical hidden marketing techniques: viral marketing, ordinary marketing, famous people's monuments, induced marketing, and electronics

The audience of foreign films will certainly not forget the BMW driven by James Bond in the 007 series of films many years ago. It is unforgettable that it can interpret the memory of a car for so long and so extensively. Is this marketing promotion method amazing? ?

A car also appeared in "Public Enemy of the Machine" released in 2004, but it was Audi's, which is said to be a concept car that Audi will launch in the future. From a marketing perspective, the cooperation between the film "The Enemy of the Machine" and Audi should be more successful than the cooperation between the 007 series of films and BMW that year, because in addition to showing the future development direction of the Audi sports car in the movie, Audi will more realistically Film communication is integrated with its own marketing communication.

Uncle Zhao Benshan filmed the "Liu Laogen" series in the northeast and created a lot of brands. Firstly, several villas built for shooting have now become local tourist attraction brands; in the second part, they started very directly. The product has been fully promoted. The ant medicinal liquor developed by the people in the film will be broadcast as soon as the play is launched, and the advertisement will follow: Ant Force God. With such an interaction between them, the brand of Antalisk has become popular. For a new brand, this marketing method is undoubtedly very successful.

And the wine brand Zhuge Brewery, which used to be only a favor to the south, has become a strong brand in the liquor category along with the TV series Local Mistress. In the play, "Zhuge Brewery" not only became the main prop, but also because the main sponsors got a lot of advertising time, not to mention the effect of the advertising, these advertising hours alone have offset the cost of sponsorship.

The well-known domestic director Feng Xiaogang is best at cooperating with enterprises to satisfy their desire for hidden marketing. The title of "Mobile Phone" is very commercialized. Needless to say, the marketing power of Motorola's mobile phone has appeared numerous times. In the period after "Mobile Phone" was played, many mobile phone owners People tune the sound of mobile phone calls exactly the same as the phone in the film, to the extent that it can be heard everywhere on the street, enough to verify the power of hidden marketing!

In "A World Without Thieves", many items such as notebooks, mobile phones, cars, etc. have become props inside. Brand logos that flash from time to time in the picture, or promotional posters hidden in the background of characters are all agreements between the director and the company. Good hidden marketing. The audience easily accepted the brand and product communication in Shen Yan and the plot. ^[1]