Marketing has never been easy. And now that people have become more cynical than ever about advertising it’s become even more difficult for marketers to win the heart and mind of a consumer.

When neither ATL not BTL advertising strategies yield the desired results, what kind of marketing should companies reach for?

Check out: The Fascinating Psychology Behind Word-of-Mouth Marketing

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Glossary

• hoard – a large group of people
• unleash – cause (a strong or violent force) to be released or become unrestrained
• fuss – trouble or difficulty
• snarky – snide and sharply critical
• chatter – informal talk
• ephemeral – lasting for a very short time

Think about it

 Answer the questions below.

• What is Jonah Berger’s attitude towards “the of-the-moment advertising strategies?”
• Why is word-of-mouth advertising so effective according to Berger?
• What is social currency? What examples does Berger give?
•  What are triggers? What examples does Berger give?

Practice makes perfect

Fill in the blank spaces with the correct forms of the words in CAPITAL LETTERS.

• The topic is a ________ PASSION one for Berger.
• In a crowded conference room of about 300 people, Berger ________ LEASH example after example of big brands that have _______ SUCCESS –or failed–in generating word of mouth [. . .]
• Berger’s book Contagious ________ LINE six well-researched, data-backed reasons that people share information with other people.
• So for businesses, get in the mind of your consumer and understand the social ________ IMPLY of your product.

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