Word of Mouth Advertising in the Real World

Word of mouth advertising, the oldest, least expensive, and most effective form of market promotion, has recently added e-mails, websites, and an array of social networks to the way information about products, services, events, and ideas are disseminated. Harris reviews the impact of these new techniques against the background of a major case study of 25 word of mouth programs used as the primary marketing tool to promote a museum exhibit. This is the 8th book by the author on various aspects of word of mouth advertising. Previous titles have examined how to stimulate word of mouth advertising, how to use it effectively in various industries, how to use it on the Internet, the role of body language in word of mouth advertising, and how to design word of mouth programs.