Marketing Management tutorial 7

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Across
  1. 4. Peer-to-peer communication that influences consumer decisions.
  2. 5. Appeal type that boosts sharing by evoking strong feelings.
  3. 10. The degree to which content is likely to be forwarded.
  4. 13. One of the three viral marketing criteria—people who spread the message.
  5. 14. Persuasive communicators who amplify a message before it spreads.
  6. 15. The exponential spread of content across networks.
Down
  1. 1. Knowledgeable consumers who rapidly pass along information.
  2. 2. Individuals with huge networks who accelerate message spread.
  3. 3. Emotional ad type where the brand is not central to the narrative.
  4. 6. Viral campaigns that go wrong and damage brand reputation.
  5. 7. Includes timing, context, and luck—must be “right” for virality.
  6. 8. Successful viral campaigns with positive brand impact.
  7. 9. Appeal that focuses on product attributes to increase brand evaluation.
  8. 11. Must be interesting, surprising, or emotional to become contagious.
  9. 12. When the brand is essential to the storyline, increasing brand value.