Introduction
Opinions on the moral ramifications of covert marketing are divided. Any type of marketing deceit, according to some, is immoral since it undermines customer openness and confidence. On the other side, supporters may counter that stealth marketing is merely a fun method to promote and that it can be amusing and productive when done effectively.
Ultimately, marketer self-deception, purposely misinforming customers, influencing their purchasing decisions, or establishing a false impression of authenticity is likely to be the most immoral kind of duplicity used in stealth marketing. For instance, by promoting a product without indicating that they were compensated for the promotion, their followers may be led to believe that the promotion is unpaid advertising and not real (Pehlivan et al., 2015). Additionally, spreading misleading information or rumors in order to build enthusiasm around a product may be regarded as unethical because it deceives people and might result in misinformation.
Main Body
The article used Steve Jobs and numerous businesses adopting this method as examples to demonstrate how unethical it is. Jobs opted for self-deception as a tactic rather than admitting the issue and acting appropriately (Pehlivan et al., 2015). Such a response was viewed as a major letdown at the time and hurt Apple’s long-established brand value. Similarly, PR firms used by significant coal, oil, and cigarette businesses decline to recognize recent studies tying these sectors to adverse effects on human health and the environment (Pehlivan et al., 2015). Instead, to defend questionable commercial practices, they favor self-deception over problem-solving.
Conclusion
Honesty is an essential component of any marketing plan if a business wants to preserve consumer confidence and moral standards. Even covert marketing may be used to deceive people, which can harm a brand’s reputation and have long-term harmful effects. Consumer welfare and well-informed choices must always come first in ethical marketing strategies. This will ensure that the business will strive while the customer base will grow exponentially.
Reference
Pehlivan, E., Berthon, P., Hughes, M. Ü., & Berthon, J. P. (2015). Keeping up with The Joneses: Stealth, secrets, and duplicity in marketing relationships. Business Horizons, 58(6), 591-598. Web.