terça-feira, outubro 04, 2005: IS BUZZ MARKETING ILLEGAL?

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Most big marketers have at least dabbled with ways of getting the most credible of spokespeople -- ordinary, everyday folks -- to speak to other ordinary, everyday folks about how great their products are. No firm data exist on how much spending on word-of-mouth marketing programs has increased, but some estimates put it at $40 million to $60 million business that grew at a rate of 100% in the last year.

The Word of Mouth Marketing Association has posted a working ethics code on its Web site, stating that the organization complies with the Federal Communication Commission‘s regulations on endorsements. The code also has a section titled “Honest ROI: Honesty of Relationship, Opinion and Identity.”
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The good buzz on the nascent business of word-of-mouth marketing holds that it offers a low-cost, highly effective way to drum up positive chatter around a brand. The bad is that some of its more insidious practices could lead marketers to run afoul of longstanding advertising law.
BzzAgent of Boston, one of the largest and most visible buzz marketing agencies, says it has changed its policies to require consumer brand agents to identify themselves as working for marketers.

As marketers more frequently look to recruit consumers brand agents to spread goodwill for brands, industry attorneys view buzz marketing as a likely area of regulatory involvement, especially around the issue of compensating people to participate in buzz programs when they fail to disclose their connections to marketers and agencies. While there is no legal precedent specific to word-of-mouth marketing, there are Federal Trade Commission guidelines for ads that are likely to apply.
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IS BUZZ MARKETING ILLEGAL?

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