TITLE

Calling up a new way of communicating

AUTHOR(S)
Klein, Saul
PUB. DATE
April 2006
SOURCE
Brand Strategy;Apr2006, Issue 201, p11
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article highlights the significance of word-of-mouth advertising to create communities in building brands in the digital age. Good brand communication is essential in enabling strong word-of-mouth, which is then especially important for brands such as Skype, in the internet industry. Evidently, Skype helps create its own community, especially in the internet business, by delighting consumers by making their service easy to use.
ACCESSION #
20793185

 

Related Articles

  • Word of Mouth Is Where It's At. Taylor, John // Brandweek;6/2/2003, Vol. 44 Issue 22, p26 

    Focuses on the significance of word-of-mouth advertising for the sales of commercial products. Results of a study conducted by McKinsey & Co., which focused on U.S. consumer-goods sales that are based on word-of-mouth advertising; Disadvantages of traditional advertising strategies; Industries...

  • Word of mouth is a powerful tool. Dover, Buster // Revolution (14605953);Jul/Aug2008, p21 

    The author reflects on word-of-mouth advertising as a powerful brand management tool. He emphasizes the importance of building connections between people and brands. He mentions the huge success in digital involvement marketing through products, entertainment and experiences. The author also...

  • Bomoda Aims For China's Fashionistas.  // WWD: Women's Wear Daily;4/23/2012, Vol. 203 Issue 84, p16 

    The article looks at the members-only website Bomoda, a Chinese start-up business designed to introduce Chinese consumers to a variety of Western fashion brands, which launched in April 2012. Topics discussed include the word-of-mouth advertising used to alert the public about the launch, the...

  • PROBLEM SOLVED. Organ, Mark; Honabach, Melissa; Sernovitz, Andy // B to B;6/12/2006, Vol. 91 Issue 7, p22 

    This article presents questions and answers related to the Internet industry. One question is about the decline in the marketing response rates of E-mail. Another question is about paid search advertisements. One of the readers asks that most of the visitors to his site are coming from paid...

  • Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet. Hennig-Thurau, Thorsten; Walsh, Gianfranco // International Journal of Electronic Commerce;Winter2003, Vol. 8 Issue 2, p51 

    The Internet makes it possible for consumers to obtain electronic word of mouth from other consumers. Customer comments articulated via the Internet are available to a vast number of other customers, and therefore can be expected to have a significant impact on the success of goods and services....

  • Upgrade Your Brand by Upgrading Your Call Center. BERNOFF, JOSH // Marketing News;4/30/2011, Vol. 45 Issue 5, p8 

    The article reports that a company can improve the reputation of its brand by investing money into its call center. The author recommends taking 10 percent of the money from an advertising budget and using it to improve the services provided to consumers when they call about products. It is...

  • What is the Effect of a Recommendation? East, Robert; Hammond, Kathy; Lomax, Wendy; Robinson, Helen // Marketing Review;Summer2005, Vol. 5 Issue 2, p145 

    We present general and specific findings on the effect of word of mouth on brand decisions. The general findings cover the main source of information when choosing brands. We report studies covering 23 categories. On average, positive word of mouth (recommendation) was responsible for 31 per...

  • PEER-TO-PEER. Smith, Kristen L. // Promo;Mar2009, Vol. 22 Issue 3, p36 

    The article provides information on the ways to leverage word-of-mouth marketing of a certain company. It states that to strengthen this type of marketing, the company should engage their customers in an open conversation and when concerns are raised it should respond promptly and honestly. It...

  • Why word of mouth is direct territory. Reed, David // Precision Marketing;3/31/2006, Vol. 18 Issue 22, p14 

    The article discusses the benefit of word of mouth (WOM) marketing for brand management in Great Britain. A number of marketers prefer brand management compared to product segmentation. They can measure the impact of campaigns on their level of advocacy. Advertising agencies looking for the next...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics