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Essay / Research Paper Abstract
A 3 page discussion of BzzAgent, an advertising company that promotes their product through word-of-mouth by providing products to volunteer reviewers. Based on a December 5, 2004 article by Rob Walker in the New York Times, this paper discusses the motivation of those that review the products, the ethics of such advertising and its probable longevity. No additional sources are listed.
Page Count:
3 pages (~225 words per page)
File: AM2_PPbzzAgn.rtf
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Unformatted sample text from the term paper:
In a December 5, 2004 article in the New York Times titled "The Hidden (in Plain Sight) Persuaders" author Rob Walker called his readers attention to
what most consider a new type of advertising. That advertising is word-of-mouth advertising that is based on a consumers use of a particular product. In this case the
advertising company is called BzzAgent, an intriguing name that is undoubtedly intended to bring to mind the buzzing sound of busy conversation, a sound typically described as the buzzing of
bees. Many have questioned what inspires Bzz agents to volunteer their time to such an activity. The answer is that they are inspired by the same factors that
have inspired consumers for years. These factors will be better explored below as will the ethics surrounding such a review process and whether this type of advertising will last
in the long-run. Bees have the capability to communicate with one another and pass on very important details of their "consumer" lifestyles.
In the case of bees, however, those details most often concern the location of a particularly plentiful nectar supply or some other basic factor in their lives. In the
case of the buzzing that is related to BzzAgent the communication is intended to sell a product. Bzz agents spread the "word" to their friends, neighbors, acquaintances and even
to people that they casually encounter in their everyday lives. The "word", of course, is the details of their use of a product that has been supplied to them
by the products manufacturer for their review. While the world is indeed all abuzz about this supposedly new form of advertising
...