Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and entertainment programs out in front of the public with no help from big tech firms, media conglomerates, or ad agencies. They simply posted their creations on the Internet. It began with blogs, moved to podcasts, expanded to social networks, moved on to YouTube videos, and transferred to Twitter. Audience members can download these technological tidbits-text, visual, and audio formats-to their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the market. Eventually, public relations companies started getting into the act.
-(Scenario 18-3)The makers of a well-known Tennessee whiskey release a very funny three-minute video on their website.It gradually gets noticed and distributed to friends and family by loyal consumers,and by people who just want to share a funny video.With very little effort,the word gets out and people start talking about this old- fashioned brand in a new way.The company is benefiting from the success of:

Question

Quizplus · Accepted Answer

The scenario describes the video being shared and distributed through word of mouth, which is the essence of viral marketing. This is a low effort, low cost strategy relying on consumers to spread the message.

Scenario 18-3 For Some Years Now, Enterprising Individuals Have Gotten Their Own