For the discussion for Module 6 consider/read the following:
The Word -of-Mouth Association announced a set of rules and guidelines for word-of-mouth advertising. The trade group maintains that marketers must make sure that people talking up products and services disclose for whom they work. They also must use real consumers, not actors, who discuss what they really believe about a product. The rules were prompted by several controversial incidents such as a campaign the U.S. arm of Sony Ericsson Mobile Communications created for a camera phone. The company hired 60 actors to hang out at tourist attractions and ask unsuspecting passersby to take their pictures with the Sony Ericsson devices. It told the actors to identify themselves only when asked directly. What do you think about “stealth” campaigns such as this?
Take a position (this means choose a side and defend/support it): What do you think? (1) Marketers should be required to disclose their true intentions when they try to initiate positive word-of-mouth OR (2) Marketers should NOT be required to disclose their true intentions when they try to initiate positive word-of-mouth. In either case you explain why or why not. You should be able to use and apply chapter concepts in your response to demonstrate your understanding.
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