Covert marketing involves the use of marketing messages and materials that are designed to appear as if they are coming from independent sources, rather than from marketers. This type of marketing is also known as masked or stealth marketing.
The advertised brand and sponsor are presented in ambiguous ways in covert advertising, which obscure their marketing intent at first glance. Overt ads are videos that plainly present the advertised brand and sponsor and expressly reveal their sponsorship and marketing character.
In the field of observational research, covert forms of observation are favoured because they preserve the subject's natural behavior, ensuring that there is little room for bias in the behaviors that are observed. Contrarily, open observations have been favored to prevent ethical conundrums in research (Savage J, 2000).
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