What factor had the strongest relationship with the level of buzz in hundreds of CPG launches?*
Advertising Increases the pool of potential buzzers
Ads can simulate or stimulate buzz
Help customers articulate why they like the product
17% of brand conversations refer to advertising (The Keller Fay Group)
* Nielsen. Niederhoffer et al. “The Origin and Impact of CPG New-Product Buzz” J.of Advertising Research 2007 .
Ethical issues “ We stand against shill and undercover marketing, whereby people are paid to make recommendations without disclosing their relationship with the marketer.” Word of Mouth Marketing Association Code of Ethics