The usefulness of some promotional tactics varies depending on the marketing situation you are in. Sometimes direct mail advertising should be used. Sometimes radio or TV promotion is appropriate. When should you consider implementing a word-of-mouth marketing program? Let Your Customers Do The Talking describes over fifty situations where word of mouth should be actively used. Here are a few examples:

• (1) When the cost of paid advertising is very high for the market you are trying to reach.
  
• (5) When your product or service is highly intangible.
  
• (6) When the degree of consumer involvement in the purchase decision is high.
  
• (18) When you are introducing a new product into the market.
  
• (23) When your paid advertising is ineffective.
  
• (36) When you want to coordinate your internal promotion with your external promotion.
  
• (45) When a new competitor enters your territory.

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