TY - JOUR T1 - The Origin and Impact of CPG New-Product Buzz: Emerging Trends and Implications JF - Journal of Advertising Research JO - J Advert Res SP - 420 LP - 426 DO - 10.2501/S0021849907070432 VL - 47 IS - 4 AU - Kate Niederhoffer AU - Rob Mooth AU - David Wiesenfeld AU - Jonathon Gordon Y1 - 2007/12/01 UR - http://www.journalofadvertisingresearch.com/content/47/4/420.abstract N2 - Marketers are interested in the phenomenon of “consumer-generated media”, or “buzz,” given its potential to affect the commercial prospects for their products. Within the consumer packaged goods (CPG) sector, advertisers experiment with a variety of tactics to generate buzz in their marketing communications strategies, including stimulating it. An in-depth analysis of this rapidly evolving domain—considering blog buzz, marketing spending, pre-market purchase intentions, and in-market sales—revealed five key themes: (1) a minority of new CPG brands generate the majority of buzz, (2) new CPG product buzz usually precedes sales, (3) strong new CPG product buzz usually occurs in combination with a strong traditional media presence, (4) category ubiquity and brand distinctiveness are predictive of buzz, and (5) high buzz levels drive sales and can be anticipated to help improve forecasting models. ER -