The Secrets of Word-of-Mouth Marketing, 2nd Edition

INDEX

A

abstraction, levels of, 3, 57–58

acceleration

in decision process, 36–39, 44, 47

of experience, 184

in word of mouth, 75, 192

actors, use in advertising, 209, 230

Adams, Patch, 113, 221

Adams, Samuel, 55

adopter type, 93–98, 193–194

identification of, 189, 190

adoption stage, in decision process, 81, 89–91

advertising

daily exposure to, 57

differentiated from word-of-mouth marketing, 51

for Dot-Com Super Bowl, 11–12

educational, 24

historical perspective on, 19–21

“intrusive,” 21

lack of, 24

in magazines, 161

needs/benefit, 19

new approaches to, 23–24

of professional practices, 215

role in word-of-mouth marketing, 210–211

use of actors in, 209, 230

use of customers in, 230

word-of-mouth, 5

advertising agencies, 231

advisory groups, of ...