Apple

Disabling mDNSResponder

http://support.apple.com/kb/HT3789?viewlocale=en_US

extract:

In "/System/Library/LaunchDaemons/com.apple.mDNSResponder.plist"

In other words:
        <key>ProgramArguments</key>
        <array>
            <string>/usr/sbin/mDNSResponder</string>
            <string>-launchd</string>
        </array>    

becomes...
        <key>ProgramArguments</key>
        <array>
            <string>/usr/sbin/mDNSResponder</string>
            <string>-launchd</string>
            <string>-NoMulticastAdvertisements</string>
        </array>