The Anatomy of Buzz/Rosen 204-207

206 Absolutely. A good ad can help get people talking. An ad that is well conceived, well placed, and well timed can contribute to buzz in several ways.

Jump-Start the Process

207 We would try to start little fires all over the place.

Reach Hubs

207 Many studies confirm that opinion leaders are more exposed to print advertising that are average people.

…an ad in a daily newspaper or on TV can also stimulate members of the network to seek more information about the product from network hubs.

Reassure Buyers