We are focusing on marketing communication functions. Besides reviewing traditional media, the material offered in the Background section introduced and discussed some recent and innovative new media. Buzz marketing is one such new medium. Similar to word-of-mouth, it relies on individual consumers to distribute information in a more personal fashion, but it differs since it is a medium from which the individual sender receives financial compensation.

An example of the use of buzz and demonstrating its power is reported in: Colchester, Max (2007). Nescafe brews buzz via blogs.

Why should such concern be important to advertisers?

Referring to the communication model, can you identify any steps where getting consumers' involvement may improve the communication process?