Companies trying to slip under consumers' ad-skeptical radar are often tempted to put together an interactive campaign that seems like something other than what it is.

Sometimes you end up with something that builds positive brand associations in a subtle, elegant way. Other times, you get a PR disaster, like the two blogs ostensibly written by happy Wal-Mart customers that were so relentlessly positive almost no one was surprised to learn the retail behemoth had funded them. And somewhere in between are attempts like the viral video purporting to be a leaked amateur shot of Tiger Woods filming a Buick spot. Such attempts are neither straightforward about their origins nor remotely exciting.

If you're confused about the difference between indirect and misdirection, start with these do's and don'ts.

Author notes: Fawn Fitter is a freelance writer. Read full bio.