Guerrilla Marketing

Buzz Marketers Told to Disclose

The U.S. Federal Trade Commission directed "companies engaging in word-of-mouth marketing, in which people are compensated to promote products to their peers," to "disclose those relationships." Otherwise, it could be deceptive marketing, as people are more likely to trust product endorsers "based on their assumed independence from the marketer," according to the FTC.


Product Placement: It's Not Just for Movies Anymore

A "stealth marketing campaign" by Sony in Philadelphia, San Francisco, New York and other large U.S. cities is generating controversy. The "ads" are "black-on-white graffiti" with "wide-eyed cartoon characters riding a PlayStation like a skateboard, licking it like a lollipop or cranking it like a Jack-in-the-Box." A Philadelphia official sent a cease-and-desist letter to Sony, due to its zoning violations.


Revenge of the Teletubbies

"When a beautiful girl walks up to you, and she's wearing the TV commercial on her chest, you just can't get away from it," enthused Adam Hollander, head of The Brand Marketers and creator of T-Shirt TV. The shirts contain speakers and 11-inch TV screens, which can show video ads, flash animation or slides.


Mooning the Masses

Outside Grand Central Terminal in New York, six men and women plan to spend six hours advertising for a health club by flashing their underwear at strangers, in the hope that passersby will notice that the club logo appears on the garment. It's part of the growing use of guerrilla marketing, which the Times describes as "a broad range of advertising methods that strives to strike when people least expect it."



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