Executive Summary (This is a document excerpt)

By embracing word of mouth (WOM), marketers can motivate consumer communication and discussion about their brand and generate buzz. Despite a jumble of confusing terms and concepts, planning a WOM campaign comes down to some basic marketing concepts: the audience, the message, the vehicle, and the metrics. Finding the right combination will give a WOM marketing campaign the greatest chance to spread faster than a hot stock tip at a cocktail party.

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