Word Mouth Marketing Association Recently Announced Set Rules Guidelines Word Mouth Advert Q34244939

The Word-of-Mouth Marketing Association recently announced a setof rules and guidelines for word-of-mouth advertising. The tradegroup maintains that marketers must make sure that people talkingup products or services disclose for whom they are working. Theyalso must use real consumers, not actors, who discuss what theyreally believe about a product. The rules were prompted by severalcontroversial incidents such as a campaign the U.S. arm of SonyEricsson Mobile Communications created for a camera phone. Thecompany hired 60 actors to hang out at tourist attractions and askunsuspecting passersby to take their pictures with the SonyEricsson devices. The actors were told to identify themselves

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