Another great example of stealth marketing would be the company of Tuwaka. The company came out with a new version of a spiced rum. However the problem was that they were going up against a fierce market, so they turned to stealth marketing. In this scenario a semi-attractive male actor orders a Tuwaka drink in front of other male customers to another attractive female actor. Of course she comes over and they hit it off. He gets her phone number and then she leaves. Just about 90% of the time the other male customers ask "how did you that?" His response usually includes how women love that drink and that's how he gets dates. How far are these companies going to take this marketing technique? In this instance stealth marketing is using basic human desire. Is that ethical? .
The second unethical marketing system is guerilla marketing. Guerrilla is defined by Word Book Online Encyclopedia as "Guerilla warfare, pronounced guh RIHL uh, is warfare by roving bands of fighters who torment the enemy with ambushes, sudden raids, and other small scale attacks. Guerialls may be organized, but usually fight in small bands. They most often operate behind enemy lines and use hit and run tactics and sabotage to surprise and torment the enemy. They take advantage of natural features of the terrain-such as forests, hills, lakes, and rivers-to conceal and launch attacks." Companies started to realize that conventional marketing was being spotted a mile away. Consumers were becoming numb to conventional advertising. The marketing director decided to put the advertisements behind enemy lines in a sense. They had to disguise their ads so no one would know that in fact they were being sold a product.
A good example of guerrilla marketing would be Jojo's Subs. Jojo of course had a better product and a better value than its competitor Subway. However Jojo did not have the marketing budget of Subway. One technique he used was putting flyers displaying a much better deal than they just purchased up on cars in front of subway.
