Project #65083 - Buzz Marketing Paper

The groups we belong to have a strong influence on our consumer behavior both in term of values and beliefs.  This is especially true for individuals who hold opinion leader status.  As brands have faced increased competition and cluttered advertising environments, marketers have sought to harness the power of opinion leaders and of word-of-mouth channels through “buzz marketing”.  “Buzz marketing” opens the doors to much debate on effectiveness and ethics.

The assignment is an analysis of the BUZZ marketing (word-of-mouth) approach, in which you should discuss:

 

1)  its effectiveness at influencing consumer attitudes and behavior (how and why does it work?)

 

2)  the ethics of using this consumer communication channel (should there be some disclosure?)

 

3)  the implications for marketing practitioners (when and how should a brand use buzz?)

 

 

Two articles are available for context and examples:

  • http://faculty.baruch.cuny.edu/dluna/14-Publicity/hidden.pdf 
  • Attachment

 

PAGE LENGTH: ONLY 4 PAGES (DOUBLE SPACE) DO NOT EXCEED

Subject English
Due By (Pacific Time) 04/04/2015 11:00 pm
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