• Ad Age, Thursday, January 19, 2006 12 PM

A study presented at the Word of Mouth Marketing Association conference in Orlando found that consumers are not put off by buzz marketers who are upfront with consumers about the products they shill. Northeastern University assistant professor Walter Carl conducted the research, harvesting data from 800 word-of-mouth marketers and the prospective consumers hearing the spiels. "There's a sense if there's an organized word-of-mouth marketing program there must be something interesting about it," Carl said. "There's a sense that a company wouldn't do this unless there was something interesting or new about the product."

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