9.41. Message Strategies: Making Routine Negative Announcements
[LO-5]
Marketing specialists usually celebrate when target audiences
forward their messages to friends and family—essentially acting as
unpaid advertising and sales representatives. In fact, the practice
of viral marketing is based on this hope. For one Starbucks
regional office, however, viral marketing started to make the
company just a bit sick. The office sent employees in the Southeast
an email coupon for a free iced drink and invited them to share the
coupon...