The Buzz About Buzz Marketing

M9: Written Assignment 3: Why the buzz about buzz marketing? 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. Access the library and retrieve the articles (1) The Hidden (In Plain Sight) Persuaders, about buzz marketing and (2) How Valuable Is Word of Mouth?. (Full details below). Write a three to four page analysis of buzz marketing, of its effectiveness at influencing consumer attitudes and behavior (how and why does it work?), of the ethics of using this consumer channel (should there be some disclosure?), and of the implications for marketing practitioners (when and how should a brand use buzz?). Article details Publication: The New York Times Title: The Hidden (In Plain Sight) Persuaders Date: December 5, 2004 Author: Rob Walker. Publication: Harvard Business Review Title: How Valuable Is Word of Mouth Date: 2007 – 85(10), 139-46 Author: Kumar, V., Petersen, J.A., & Leone, R.P.. Note: a. Length: This assignment should be NO MORE 4 pages double spaced (not including cover page and reference page). DO NOT exceed this suggested length. b. Citation and references: Be sure to link your responses to the course readings, particularly the course’s text. Drawing these links helps to support your answers and demonstrates your broader critical evaluation of this assignment in the context of our overall learning journey. Remember every piece of information you use from an outside resource ought to have a citation after it and every citation needs to have a full reference at the end of your document. Please cite all of your sources (including the textbook) using APA format.
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