HIDDEN INFLUENCE: A STUDY ON INVISIBLE MARKETING TACTICS

Abstract

The work addresses "Invisible Marketing" as an alternative to traditional advertising strategies often ignored by consumers. Faced with growing resistance to conventional advertising, invisible marketing seeks to capture attention in a subtle way, through discreet actions that influence the public without explicitly resorting to advertising. The ethical impact of invisible marketing is explored, considering principles such as sincerity, responsibility, equity, respect, transparency, and citizenship. The importance of cultivating consumer trust and recognizing social and economic responsibilities in the practice of invisible marketing is emphasized. The work concludes with the idea that each marketing sector has specific ethical challenges, requiring appropriate policies and analysis. The American Marketing Association's code of ethics is referenced as a guide for marketers, emphasizing fundamental ethical values that aim to strengthen the integrity of the marketing system.