Management Information System (MIS) Practice Exam

Which marketing strategy involves encouraging customers to spread the word about a product to others?

1. Buzz marketing

2. Affiliate marketing

3. Viral marketing

4. Stealth marketing

The correct answer is: Viral marketing

The concept of viral marketing revolves around creating content or campaigns that are inherently shareable and designed to encourage customers to spread the word about a product or service to their networks. This strategy leverages social media and digital platforms to facilitate rapid dissemination of marketing messages, often resembling the spreading of a virus. Viral marketing campaigns typically have engaging elements—such as humor, emotion, or innovation—that resonate with audiences, prompting them to share the content with friends, family, and acquaintances. By doing so, the message reaches a broader audience in a short amount of time, often resulting in significant increases in brand awareness and potential sales. While buzz marketing focuses on creating excitement and influencing public perception about a product, it does not necessarily hinge on the act of sharing as the primary method of spreading the message. Meanwhile, affiliate marketing uses partnerships to drive sales, and stealth marketing involves more covert communication strategies that may not encourage customers to actively share their experiences. Viral marketing distinctly emphasizes and harnesses the power of customer advocacy and sharing behavior, making it the most fitting choice in this context.