Consumer generated advertising campaign

1. Why is word-of-mouth so powerful?

2. Why is buzz marketing also referred to as “viral” marketing?

3. What is the distinction between buzz marketing and stealth marketing?

4. What are some of the potential ethical implications of doing a stealth marketing campaign

1. What are some of the differences between traditional advertising and consumer generated advertising?

2. What are some of the benefits of a consumer generated advertising campaign? What are the risks?

3. Review the Forbes Magazine list of best-paid athletes presented in the text. Do you think they are worth the money they are paid for endorsements? Explain.


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