Disclosure adds umph to buzz marketing

January 20, 2006 at 7:00 am 1 comment

I’ve discussed why disclosure is important in word-of-mouth advertising, also known as “buzz” marketing, because of the potential problems with the Federal Trade Commission or state regulators. Now a study by a Northeastern University professor suggests disclosure is more than a sound legal practice. According to the study, buzz campaigns were more likely to be passed on to other consumers — at a rate of 70% — when an advertiser is disclosed.
See Matthew Creamer, Disclosure Doesn’t Hamper Word-of-mouth Marketing, AdAge.com (Jan. 19, 2006).

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Entry filed under: All Posts, Buzz Marketing, FTC.

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1 Comment Add your own

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