UNDERSTANDING THE

EFFECTIVENESS
OF STEALTH MARKETING: IN
MOVIES

Presented by:
Madhav
Reddy
Ravit Gupta
 INTRODUCTION
Stealth marketing is advertising something to a person, without
them realizing they're being marketed to. It's a low cost strategy
that can be really valuable to a business.
 ABSTRACT
Purpose:
The aim of the research is to identify the impact of stealth marketing in movies instead
of promotions during break timings in movies. Stealth marketing (Buzz marketing) is becoming
recognized as important form of promotion and important source of information influences
consumer attitude (movie viewers) and purchase behavior. The main purpose of stealth
marketing is to create immediate sales and also to create interest and excitement that will make
consumer more open minded to direct advertising later. The purpose of this research is to survey
the effect of stealth marketing on consumer (Movie viewers) decision.
Methodology:
Data were collected through structured questionnaire among 250 from University College in
India. Data were analyzed using the SPSS macro (PROCESS tool).Those advertisements and the
advertising scales are selectively chosen from previous literature so that the results truthfully
reflect the effects of stealth marketing under consumer perspective.
Findings:
It is an exploratory study aimed at understanding the way marketers work to hold consumer. This
paper is useful for marketers to take decisions. And also used to predict the future sales like
market potential and sales potential
Application:
Managers should develop complete understanding of stealth marketing and try to stimulate
stealth marketing about destinations among consumers, because most of consumers are
influenced by information from informal sources.
Novelty:
The study supports the influence of stealth marketing (Buzz Marketing) mostly focus on
consumers, where the possible impacts on brands indirectly.
Mini Cooper

In the film The Italian Job, the team of thieves pull off their heist in a crew of
Mini Coopers. The car was such an important part of the film and featured so
prominently in so many scenes that one could say that the entire movie was
one big ad for Mini Coopers.
 Prada/Vogue

In the film The Devil Wears Prada, both the fashion brand Prada and the fashion
magazine Vogue were on hot display. Meryl Streep’s character was based on the
famously difficult-to-please American Vogue editor Anna Wintour as the film’s
protagonist, as the nerd-turned-chic secretary weaves her way through the fashion
world’s labyrinths.
 OBJECTIVES
• To determine the influence of consumer
behaviour on stealth marketing and
according applying on marketing
strategies.
• To study effect of applying buzz
marketing to purchasing decisions made
by people and applying it into
production.