WOMMA vs Stealth Marketing

clipped from www.womma.org The WOMMA Ethics Assessment Tool (also known as the "Ethics 20 Questions") helps marketers identify and eliminate unethical word of mouth marketing tactics before they are implemented. This document is a first draft of questions marketers should ask before initiating a word of mouth campaign. It is designed for easy implementation in the beginning phases of a campaign and is intended to help determine whether or not a proposed effort adheres to the standards set by the WOMMA Ethics Code. The tool is simple to use: Provide a copy of the 20 Questions to staff and agencies, along with a copy of the WOMMA Ethics Code. Ask the questions when discussing any new campaign (and ask agencies and their subcontractors to provide written answers). Stop any program that raises concerns.

The Word of Mouth Marketing Association (WOMMA) suggests that marketers answer 20 questions to be sure their w-o-m marketing activities are ethical. The purpose is to keep businesses aware of ethical issues, give them a tool to determine whether their activities will be above board, and prevent sneaky stealth marketing that gives w-o-m a bad rap.