Class 18 Agenda: Integrating WOM Into the Media Plan

18; Integrating WOM Into the Media Plan (Thursday)

Learning Objective(s):
· To understand how WOM fits as part of a larger media plan
· To consider the pros and cons of WOM as a “media channel”

Readings for This Class:
· Chapter 6: Word-of-Mouth Storytelling. Dave Balter & John Butman. 2005. Pages 115-133. (Bb)
· Suggested Reading: Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness. John E. Hogan, Katherine N. Lemon, & Barak Libai. 2004. Journal of Advertising Research, (September), 271-280. (Bb)

Content:
· Guest Speaker: Dave Balter, CEO, BzzAgent, Inc.

Activities:
· Guest Speaker: Dave Balter, CEO, BzzAgent, Inc. (BzzAgent Dave)
· See Blackboard for his powerpoint presentation (password protected)

To Do (for next class):
· Read through sample proposal (Bb).
· Write draft proposal.

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Tags: WOM word of mouth Word-of-Mouth Marketing buzz marketing viral marketing marketing communication