The Anatomy of Buzz/Rosen 207-211

208 Studies have found that people are more likely to express their opinions about public issues when they think that there is sufficient public support for their opinion.

Advertising also gives you customers the facts they need to justify their purchase decisions.

Get the Facts Straight

208 …Advertising can affect the content of buzz.
Can Advertising Simulate Buzz?

The Friendly Tone

210 When the consumer feels that the advertiser speaks to him as a friend or as an unbiased authority, creating the atmosphere of word of mouth, the consumer will relax and tend to accept the recommendations.

Testimonial Advertising

211 Creating buzz successfully is all about authenticity