ADM 2320 Lecture Notes - Lecture 15: Marketing Communications, Whopper, Customer Engagement
3 Aug 2017
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Evolution of communication (cid:498)magic bullet(cid:499) model of social influence. Commercials become targeted to people that don(cid:495)t even need the product. Low credibility (cid:498)two-step(cid:499) flow model of social influence. Marketing communications get passed to mavens then gets passed to mass majority. We attach credibility to what mavens have to say. Cost effective because all you need to do is reach the mavens. Particularly if you can reach these mavens with advertising that can go viral. News of a new beautiful and rare flower spreads across europe. Everyone was quitting their jobs and trying to buy and sell. It reached a crescendo when word of mouth started going negative. This triggered a dramatic crash. (cid:498)the great tulip crash(cid:499) of 1(cid:888)3(cid:889) and it bankrupt the. The country was often unable to pay soldiers to defend its interests abroad. One person shares with another who shares with others who shares with others, etc. There are hundreds if not thousands of websites out there.
