Subscription pricing
Organized word-of-mouth marketing campaigns are driven by product boosters who extol a product to friends and acquaintances. A study found that these campaigns are more successful when the product booster openly admits to being part of an organized marketing campaign. This is surprising because one of the purported advantages of word-of-mouth campaigns is that consumers take a less skeptical stance toward word-of-mouth messages than toward mass-media advertisements.
9.
Which one of the following, if true, most helps to explain the surprising finding?
a
Word-of-mouth marketing campaigns are generally used for specialty products that are not well suited to being marketed through mass-media advertisements.
b
Those who tend to be the most receptive to mass-media marketing campaigns are also the least likely to be influenced by knowledge of a product booster's affiliation.
c
Most people who work as product boosters in word-of-mouth marketing campaigns have themselves been recruited through a word-of-mouth process.
d
Most word-of-mouth marketing campaigns cost far less than marketing campaigns that rely on mass-media advertisements.
e
When a word-of-mouth product booster admits his or her affiliation, it fosters a more relaxed and in-depth discussion of the marketed product.