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- Title
Word-of-Mouth Advertising in P&G: Ethically Right?
- Authors
Roopadevi, B.
- Abstract
This is a narrative case about the use of word-of-mouth by Proctor & Gamble (P&G). P&G started using word-of-mouth as one of its advertising techniques in 2000. It started a division called Tremor in 2001 to attract teenagers in the US. In 2005, to attract mothers in the US, it started a new division called Vocal Point. To succeed in its efforts, P&G used teenagers and mothers to convey its product message either online or offline. Both Tremor and Vocal Point used teenagers and mothers respectively, to promote P&G's products among their friends without disclosing their affiliation. This provoked criticism as some of the critics felt that P&G was exploiting their relationship.
- Subjects
ADVERTISING; MARKETING strategy; TEENAGERS; MANUFACTURED products; PROCTER &; Gamble Co.
- Publication
ICFAI Journal of Consumer Behavior, 2007, Vol 2, Issue 2, p68
- ISSN
0973-3760
- Publication type
Article