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Marketing,that works in India by Y Moorthi

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14

Word-of-Mouth

Personal sources like influencers and opinion leaders can trigger word-of-mouth. So can non-personal sources. Attractive advertising, enticing sales promotion, targeted direct marketing and strategic public relations exercises (PR) can all lead to powerful word-of-mouth communication. These are non-personal sources. Catchy advertisements and other promotional activities can attract attention. A well-known advertiser once told us how he and his wife bought a TV several years ago. With so many Indian and multinational brands vying for attention, it was difficult for him to take a decision on what to buy. At the point of sale, he was desperately hoping the dealer or the shop boy would convert him. As he was looking at the models ...

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