BUS131D_Lecture19_Handout (2)

BUS131D_Lecture19_Handout (2) - Buzz Marketing Dr. Michael...

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Buzz Marketing Dr. Michael Merz College of Business San Jose State University
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Dr. Michael Merz College of Business, San Jose State University 2 Today’s Agenda Buzz Marketing The Tipping Point
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Dr. Michael Merz College of Business, San Jose State University What are your Thoughts on the Buzz Marketing Article? 3 What are some Buzz Marketing campaigns mentioned in the article?
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Dr. Michael Merz College of Business, San Jose State University What is Buzz Marketing? Buzz marketing: word-of-mouth (WOM) communications to generate interest and excitement in a company’s product. Viral marketing: takes advantage of the power of contacts and shared interests to stimulate WOM using technology such as e-mail, mobile messaging, and Web 2.0 tools. 4
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College of Business, San Jose State University Characteristics of Buzz Marketing Consumers are lured into doing the heavy lifting of spreading the message. Slightly subversive and underground techniques form the basis of buzz marketing. Rise of Internet use helps marketers reach anyone, anywhere, at anytime. Buzz marketing makes each encounter with a consumer look like a unique, serendipitous event. 5
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This note was uploaded on 09/08/2010 for the course BUS 131D at San Jose State University .

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BUS131D_Lecture19_Handout (2) - Buzz Marketing Dr. Michael...

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