I write this blog for my advertising students at Loyola University Maryland.
Wednesday, March 24, 2010
Keeping up with The Jones
There's a new movie that is relevant to recent discussions regarding new ways to market products. The Joneses is a story about a family that really isn't a family. Rather, they are pretending to be a family living in a "normal" neighborhood and acting, well, neighborly, but all the while they are stealth marketers. Turns out the faux family has been placed in the neighborhood in order to sell products. You can watch the trailer for the movie here. Stealth marketing, sometimes referred to as "undercover marketing" takes place when the audience is not aware they are the object of a promotion. For example, you could be walking down a city street and someone comes up to you and asks you to take their photo with a camera, all the while they are speaking to you about the virtues of the camera. It's a form of one-to-one marketing that speaks to an interesting form of consumer engagement.