CAN ADVERTISING STIMULATE BUZZ?
Absolutely a good ad can get people talking. An ad that is well conceived, well placed and well timed can contribute to the buzz in the following ways:
JUMPSTART THE PROCESS:
Information in the networks has to come from somewhere. How do you get your first customers? While in some cases the product maybe so contagious that you may not require advertising such as the I-pod or fashion trends like shrugs; in most cases you have to use buzz tactics like seeding, sneak previews etc. More often than not, if there is buzz in some clusters, other clusters need encouragement, which can be given by advertising.
REACH HUBS:
Advertising is a fairly effective way to reach hubs. Opinion leaders, more information hungry are more exposed to print ads than the average people.
REASSURE BUYERS:
Advertising can stimulate buzz by reassuring customers that they are not alone. People are more comfortable talking about popular products. It gives the customers fact that they need to make the purchase decision. Also with tabooed products, advertising can assure the consumers that they can easily talk about the product. E.g.: Viagra, advertising the product in a positive context helped men talk about it openly with their physicians.
GET THE FACTS STRAIGHT:
Advertising can affect the content of buzz. Messages that spread in the invisible networks are constantly diluted, twisted and distorted. By broadcasting accurate information at least your ads can partly take care of that.E.g: The Balvir pasha campaign to spread the facts about Aids.
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