In terms of a company generating buzz about its product, research indicates 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 for a company to build awareness of its brand among potential customers. This can include TV commercials, print ads, and online banner ads. Once customers are aware of the brand, they are more likely to engage in word-of-mouth communications about the product. Alternative and guerilla marketing efforts may be effective in generating buzz in targeted audiences, but they may not reach a wide enough audience to create sustainable word-of-mouth communications. A high level of brand equity may also contribute to generating buzz, but it is not sufficient on its own without adequate brand awareness.

In Terms of a Company Generating Buzz About Its Product