Business Intelligence

Buzz Marketing, Product Placement And Subtle Communication

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Executive Summary

Personal or individualised marketing places emphasis on selection and discourse with higher purchase probability prospects. This paper investigates the relationship between interaction behaviour while active with a buzz marketing environment and a prospect's intention to purchase. Purchase commitment variables and brand image issues are examined. To evaluate buzz marketing, data was gathered using semi-structured interviews with existing active respondents in France between 22 and 26 years of age. Use of buzz marketing in France seems to be relatively small scale as compared to the tele-marketing activities evident in the UK.

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