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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The contest of Perfetti Van Melle USA company, the producer of Mentos candies, entitled Mentos Geyser Video Contest has just come to an end. This contest concerned the craziest film presenting an “explosive reaction” that occurs after putting a drop into coke. The interest in the contest exceeded every expectation of the organizers. The mania of filming a simple chemical reaction spread all over the world. It may seem that the whole world went nuts. Consumers produce ads for a company just because they want to.

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Can we really say that? Or, maybe, “gossip is also an ad”? Skillfully used, controlled gossip can be an invaluable element of an advertising campaign.

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