In terms of a company generating buzz about its product, research has indicated that to generate true word-of-mouth communications from actual customers they must be aware of the brand, which typically requires:

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Advertising through traditional channels is the most effective way to make customers aware of a brand and generate buzz about its product. This can include TV commercials, print ads, radio spots, and online banner ads, which can all reach a large audience and create a forum for customers to start talking about the product. Once customers are aware of the brand, they may share their experiences with others, which can lead to true word-of-mouth communications.

In Terms of a Company Generating Buzz About Its Product