Final answer:
The marketing tactic of compensating consumers to promote products without disclosure is known as stealth marketing. It is a covert strategy that differs from more overt and ethical marketing methods, as well as from viral marketing and the negative connotations of shilling.
Step-by-step explanation:
The marketing tactic that involves compensating consumers to talk about or promote products without disclosing that they are working for the company is referred to as stealth marketing. This concept falls within the broader categories of advertising strategies and ethical practices in marketing. In the context of Naomi Klein's discussion on advertising in her book No Logo, which highlights corporate branding and advertising saturation, stealth marketing represents a covert approach to influence consumers. Unlike straightforward marketing campaigns, such as the described synergistic approach of promoting Miller beer across multiple platforms, stealth marketing relies on the undisclosed promotion by individuals who appear to be regular consumers but are in fact compensated by the company.
It is crucial to distinguish between the different terms. Viral marketing refers to content designed to be so entertaining or compelling that it spreads rapidly across the internet, often through social media sharing, without necessarily involving undisclosed compensation. The term shilling can be akin to stealth marketing but is often associated with more nefarious connotations, such as fake reviews and endorsements. Lastly, infiltrating is not a commonly used marketing term and doesn't specifically define a marketing tactic.