oa Journal of Marketing - Brand Ambassadors the secret of word-of-mouth marketing

Volume 2007, Issue 10
  • ISSN : 1811-9565



As consumers become more conscious of marketing messages, and as media fragmentation increases, companies are turning to Brand Ambassadors to spread 'credible' messages and advice on their products and services. Consider that during the five years between 2001 and 200 , the number of TV channels in South Africa increased by 5%, radio stations by 10%, consumer magazines by 27%, community press by 44%, and DSTV audio by 5%. This media fragmentation has made it increasingly difficult for marketers to reach the same amount of people, and when coupled with media inflation, often leads to single-media, as opposed to multi-media, campaigns.

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