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What Is Ghost Marketing
Posted By: bower_king* on 6/8/2005 8:57 AM (CST) 125 Points
hello

anyone know about ghost marketing?

regds,bk

Posted by: billc24 Accepted Answer
6/9/2005 1:22 AM (CST)
I believe that ghost marketing refers to marketing when the sponsoring company does not reveal itself in the communications. The intended result is that the communication seems less like an ad and more journalistic.

Bill
 
Posted by: Puru Gupta Accepted Answer
6/9/2005 4:46 AM (CST)
Bower,
Based on my limited experience, in most of the cases, Ghost marketing refers to implicit marketing for the client, in terms of
- Research Efforts
- Market Surveys
- Marketing Plan
- Consumer Research
- Project Outline

In short, this comprises the effort made by a company in terms of collation of data and formulation of strategies for its client in the background.
Again, more or less, it is generally done till the Project Initiation Step, from where the customer takes on, for the Marketing Efforts.
But, in some cases, it could also extend to the Execution of the Ideas by the "ghost" company.

Hope this helps!
Regards,
Puru
 
Posted by: E-Marketing* Accepted Answer
6/9/2005 10:57 AM (CST)
Here's an interesting (and rather literal) article about Ghost Marketing - http://www.ciremagazine.com/article.php?article_id=419

Also - "Ghost Marketing™
Sales Technologies’ trademark indirect channel marketing service brings new, relevant – and interested – buyers." - http://www.salestechnologies.net/mar_productivity_salesintegration.htm

And - here's another that is a UK based company
http://www.ukdata.com/company-credit-reports/GHOST-MARKETING-LIMITED.html

That's all I see out on the internet about it. There was one article that implied that it was an internet marketing technique, but the link to the site with information about is was dead :^(.
 
Posted by: Mushfique Manzoor Accepted Answer
6/13/2005 4:05 AM (CST)
hi bk

to the best of my knowledge "ghost marketing" is such marketing activities the actual company behind the marketing remains uncovered. it can be funding some research and ensuring that the results are beneficial to the company the results are published.

for example, a couple of months back i read an article in my weekend newspaper supplementary, that a research in some european country(i forgot the name and date) has found that having ice cream is good for people to feel good, like hearing a good news, winning a prize etc. the reason, according to the research, when one consumes ice cream, the area of the brain that is stimulated, gets stimulated when one hears a good news of promotion, winning prize etc.

now the research firm didnt reveal exactly who sponsored the study, but the report mentioned that some sources mentioned "one of europe's largest food & beverage major" is a sponsor of that research firm. well i leave it to all here to guess which firm might have sponsored it ;-))

another type of "ghost marketing" is placing an advertisement in the disguise of an article, mostly in print media, newspapers. the ad is very much descriptive, bereft of any punchlines or highlighting any offer of that sort and it is placed not in usual ad placement areas(like bottom of the page). after you read the article, most of the people will not realize that its an advertisement.

hope this helps.

cheers!!
 
Posted by: carrie77 Moderator Response
6/22/2005 5:51 AM (CST)
Hello all. I am closing this question since there has been no activity in over a week. We do this to reward the contributions of participants in a timely manner + to give increased visibility to the newer questions.

Thanks for participating!
Carrie (Production Editor)
 


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