Advertising appeals, 111
emotional appeal, 40
humorous appeal, 54–56
sexual appeal (see Sexual appeal)
Beckstrom’s Law, 15–16
BeUpfront website, 34
Buzz marketing, 7
Campaigns, hybrid marketing
benefits of, 65
combinations, 64
controversial messages, 65
Doritos campaign, 65
media platforms, 65–66
television and online channels, 64–65
traditional channels, 63–64
Characteristics and tools
commercial content (see Commercial content)
contragion (see Contragion)
user-generated content
advertisements, 48–49
encourage consumers, 48
Internet’s reach, 47–48
types of, 49
viral marketing, 49
viral messages, 39
Chinese social networks, 32
Commercial content
viral tools and platforms
business web pages, 44
mobile sites and applications, 46–47
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