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Consumers are barraged on a daily basis with marketing communications in many different forms. While this situation is not new, circumstances in today's market are unique in that consumers are more difficult to access and have the ability to exert more control over the flow of communication through technology (Kaikati and Kaikati 2004). In response to this challenging environment, some firms are employing covert marketing activities to weave marketing actions seamlessly and stealthily into the lives of consumers. For the purpose of this special section of Jour nal of Public Policy & Marketing (JPPM firms such as
David E. Sprott (Tue,) studied this question.