MarketingSherpa, Apr 06, 2005

As Justin Kirby explains in MarketingSherpa’s Special Report on Viral Advertising in 2005 (Top 7 Tactics, How-Tos, and Measurement Data):

The reason you focus on the creative agents is because the product normally doesn’t have a uniqueness that can be leveraged to amplify and accelerate word of mouth. So you make the creative agent/communications sticky because the product isn’t necessarily.

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