Word-of-mouth communication:
A) is always favorable.
B) is only useful to marketers of consumer products.
C) is largely uncontrollable even though it can be influenced by advertising.
D) is created through public relations activities.
E) has little measurable effect on diffusion rates of new products.

Question

Quizplus · Accepted Answer

Word-of-mouth communication is largely uncontrollable by marketers but can be influenced by advertising and other marketing efforts. It is not always favorable, can be useful for both consumer and business-to-business marketers, can be generated through various means including public relations, and has a significant effect on the diffusion rates of new products.

Word-Of-Mouth Communication