Estratégia de marketing invisível para atração do consumidor: uma análise do filme “amor por contrato”

Abstract

This study discussed how companies used stealth marketing strategies to promote their products to consumers. For this purpose, were discussed the concepts of consumer behavior, purchase influence factors, purchase decision process, guerrilla marketing and stealth marketing. In the methodology, the data were obtained through an observational study of the movie “The Joneses” or "Amor por Contrato" (in Brazil). The analysis made it possible to critically highlight the theory presented by the authors of the area in relation to the practices exemplified in the movie.