DECA Hospitality and Tourism Cluster Practice Exam

When a hotel posts comments online about its services unethically, what term describes this practice?

1. Stealth marketing

2. Product placement

3. Institutional puffery

4. Primary promotion

The correct answer is: Stealth marketing

The practice of a hotel posting comments online about its services unethically is best described as stealth marketing. Stealth marketing refers to promotional strategies that are not openly disclosed to the audience, often leading to deceptive practices. When a hotel engages in stealth marketing, it may manipulate perceptions by posting false or misleading reviews or comments, thus creating a facade about the quality of its offerings without transparently communicating its marketing intentions. This strategy is problematic because it undermines consumer trust and violates ethical marketing practices, ultimately harming the hotel's reputation when the truth comes to light. Product placement involves embedding promotional content within media, such as movies or television shows, which differs fundamentally from the unethical practice in question. Institutional puffery refers to exaggerated claims about a company's products or services but does not necessarily imply the covert approach that stealth marketing does. Primary promotion typically involves direct promotional activities aimed at increasing awareness or sales and does not connote unethical behavior. Therefore, stealth marketing is the most fitting term in this scenario.