Advertising Plays an Important Role
Liz Mushonga, Project Manager, Zimbabwe
I wouldn't advise shunning advertising altogether because it still plays an important role in the marketing of goods and services.
What advertisers need to communicate are benefits not make fashion statements that overshadow the product. Whilst I agree that viral marketing
is influencing purchase behaviour - this can only be relied on for luxury or speciality goods that require reduction of dissonance.
That is why some companies try to build loyalty clubs
around their brands.