Whether Spitzer should allow and encourage their "connectors" to reveal their affiliation with the corporate word-of-mouth marketing campaigns. Introduction/Case Summary: Spitzer is a growing regional and corporate communications firm that offer good quality services. Irving Silberstein is the marketing director for Spitzer Group. He was designing Spitzer's first word of mouth campaign for an important client, a manufacturer of beauty products. The word of mouth advertising campaigns morphed from a small fringe specialty to a mainstream marketing technique embraced in the recent past. Therefore, it is highly vital to adopt and implement word of mouth advertising campaigns to increase the number of clients willing to purchase and obtain the company service. Further, it is highly significant Irving develops the advertising campaigns effectively and appropriately. Characters: Irvin Silberstein

Question

Should Playboy change their name and/or get into a new line of business? Why or why not? I do not believe it would be wise for Playboy to change their name or line of business. There is a lot of fame and popularity behind the name. Although Playboy might not be as popular as it once was, there are still individuals today that buy merchandise from the company just for its name. If the company were to change its name it would lose that credibility and popularity. There would be a loss of history behind the brand, which could decrease the overall profits and revenues of the company. Playboy is considered to be at the top of its industry, and changing its name would make it the same as every new brand coming into the industry. There would be no differentiation to persuade buyers. This would also make it incredibly difficult to market and campaign the brand because the brand would ultimately be the same as everyone else. Although if a change is truly needed, then Playboy could rebrand…

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Question

Chapter 8, Problem 1ED

Summary Introduction

To determine:

Whether Spitzer should allow and encourage their "connectors" to reveal their affiliation with the corporate word-of-mouth marketing campaigns.

Introduction/Case Summary:

Spitzer is a growing regional and corporate communications firm that offer good quality services. Irving Silberstein is the marketing director for Spitzer Group. He was designing Spitzer's first word of mouth campaign for an important client, a manufacturer of beauty products. The word of mouth advertising campaigns morphed from a small fringe specialty to a mainstream marketing technique embraced in the recent past. Therefore, it is highly vital to adopt and implement word of mouth advertising campaigns to increase the number of clients willing to purchase and obtain the company service. Further, it is highly significant Irving develops the advertising campaigns effectively and appropriately.

Characters:

Irvin Silberstein

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