Concept explainers
Interpretation:The meaning of buzz and ways to practice buzz building by marketers.
Concept Introduction:Buzz refers to the word-of-mouth communication between consumers that is viewed as authentic.
Explanation of Solution
People share their opinions with friends and acquaintances about various products and services. Consumers use these opinions or "buzz" in order to make their purchase decisions.
Marketers view buzz as a way of getting consumers to help their marketing efforts. It is therefore important to create buzz that works for the company and not against it. Companies spend millions of dollars to create a positive buzz around their products. According to JWT Worldwide, more than 85% of the top thousand marketing firms use word-of-mouth tactics. Although the concept of buzz is not new, technology can magnify its effect. Social media is a way to reach consumers for creating a buzz. The buzz that comes from purposeful buzz marketing campaigns is called amplified word-of-mouth. The buzz that occurs naturally is called organic word-of-mouth. Companies use both of these in buzz building.
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Chapter 14 Solutions
Marketing: Real People, Real Choices (9th Edition)
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