The Buzz About Buzz Marketing

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.