Guerrilla Marketing

Theater student Natalie Alvarez takes a close look at Jonathan Ressler's "guerrilla advertising" company, Big Fat, Inc. In order to bypass consumer skepticism about advertising, Ressler hires "real people" to talk up his clients' products in bars, parks and other public places. "We plant a group of people in a bar or other public setting and instruct them to use a brand, perform a ritual, repeat a sound bite, and involve others in the activity," Ressler explains.

"The next time an overly friendly blond sidles up in a crowded bar and asks you to order her a brand-name martini, or a cheery tourist couple wonder whether you can take their picture with their sleek new camera-in-a-cell phone, you might want to think twice," warns Daniel Eisenberg. "There's a decent chance that these strangers are pitchmen in disguise, paid to oh-so-subtly pique your interest in their product." Eisenberg examines the growing use of "stealth marketing" -- covert product placements.

First USA, a division of Bank One, is paying two young men to walk around the Jersey Shore this summer wearing white t-shirts showing their company logo. The company has also agreed to pay each $40,000 in tuition, room, board and books for the academic year when they enter college next month. In return, the two 18-year-old boys, will promote the First USA-sponsored message of smart budgeting and financial responsibility. They will make campus appearances, serve on a student advisory board and publicize financial tips for students on their website.