Here is a presentation of a review of material to help with decisions on what actions can be taken so that users of a www service themselves recommend it to others. It can be used by the marketer as a checklist for preparation of online activities or for their evaluation. The goal of this material is the grouping of the most frequent practices. Although they may seem obvious, not many can take credit for their intensive and successful application. Each of the solutions presented is illustrated with a link to a specific article or case.

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Constant promotion of consumption may be tiring even for the most resistant consumers spending the entire weekends in shopping centers on a weekly basis. One can see that perfectly around Christmas when the cultural and marketing compulsion to make presents becomes a source of stress and frustration shadowing the positive dimension of Christmas itself.

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Marathon is a yearly social action organized by Amnesty International that involves hand writing of letters in defense of people imprisoned for their opinions. Marathon comprises hand writing of letters (for 24 hours) to defend the victims of documented cases of violation of human rights. Amnesty’s letters are effective – also those addressed to the most contained and bloody regimes. The improvement of the situation of the people in whose defense the letters are written is noted in one in three/two cases. Also such countries as China and Iran bend to this huge pressure.

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Flora pro.activ brand, the property of the Unilever concern reveals a relatively new category of pro-health products in our market. These are margarine and probiotic yoghurt drink. Flora pro.activ products are for people wanting to decrease the “bad” cholesterol level. From October 2005 to May 2006 Gazeta Wyborcza published parts of Health Encyclopedia on a weekly basis. Flora pro.activ provided patronage for the Healthy Lifestyle section. Heureka, advertising agency responsible for this brand’s strategy and creation, prepared a series of non-standard forms of press adverts.

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