A Test of the Effects of Covert Marketing: Should Marketers Proceed with Caution?

Document Type

Conference Proceeding

Conference Track

Sales Promotion/ Retailing

Publication Date



In this study, an experiment is conducted to test the effect of a covert marketing strategy, namely use of the magazine advertorial, on important consumer brand and product perceptions. Results indicate perceived brand trust among participants varied significantly depending upon whether subjects viewed a magazine that contained traditional ads exclusively or one that also contained a covert advertisement (or advertorial). Significant differences also emerged for product appeal ratings and perceived brand reliability among subjects exposed to the covert ad who indicated they had noticed the covert nature of the ad when segmentation was based on subjects' perceived appropriateness of covert marketing strategies generally.

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Digital Commons@Georgia Southern License

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