Undercover marketing (also known as buzz marketing, stealth marketing, or by its detractors roach baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to. For example, a marketing company might pay an actor or socially adept person to use a certain product visibly and convincingly in locations where target consumers congregate. While there, the actor will also talk up their product to people they befriend in that location, even handing out samples if it is economically feasible. The actor will often be able to sell consumers on their product without those consumers even realizing that they are being marketed to.
Famous quotes containing the word undercover:
“Washington will ever be a city for extracurricular romance and undercover trysts, partly because of the high moral standards demanded of the politician by his constituency, and also because it is a town where women are more easily tolerated if they dabble with politicians rather than politics.”
—Barbara Howar (b. 1934)