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Viral marketing and '''viral advertising''' refer to games, Advergame s, images, or even Text Messages . It is claimed that a satisfied customer tells an average of three people about a product or service he/she likes, and eleven people about a product or service which he/she did not like.2 Viral marketing is based on this natural human behaviour. The goal of marketers interested in creating successful viral marketing programs is to identify individuals with high Social Networking Potential (SNP) and create Viral Messages that appeal to this segment of the population and have a high probability of being passed along. The term "viral marketing" is also sometimes used Pejorative ly, to refer to Stealth Marketing campaigns3 May 8, 2007--the use of varied kinds of Astroturfing both online and offline 4 December 14, 2005 to create the impression of spontaneous Word Of Mouth enthusiasm. HISTORY The term ''Viral Marketing'' was coined by a Harvard Business School professor, Jeffrey F. Rayport , in a December 1996 article for Fast Company ''The Virus of Marketing.'' 5 Among the first to write about viral marketing on the Internet was Media Critic Douglas Rushkoff in his 1994 book '' Media Virus ''. The assumption is that if such an advertisement reaches a "susceptible" user, that user will become "infected" (i.e., sign up for an account) and can then go on to infect other susceptible users. As long as each infected user sends mail to more than one susceptible user on average (i.e., the Basic Reproductive Rate is greater than one), standard in Epidemiology imply that the number of infected users will grow according to a Logistic Curve , whose initial segment appears exponential. Among the first to write about algorithms designed to identify people with high Social Networking Potential is Bob Gerstley in ''Advertising Research is Changing''. Gerstley uses SNP algorithms in quantitative marketing research to help marketers maximize the effectiveness of viral marketing campaigns. NOTABLE EXAMPLES OF VIRAL MARKETING
VIDEO With the rise of Millennial business owners and incorporation of video into the preexisting industry of online marketing, Viral Video outlets have been introduced as a new marketing tool. Just as SEO (Search Engine Optimization) became a popular tool for the marketing of new websites hitting the WWW (World Wide Web). In the same way, Viral Video Optimization (VVO) has become a new way to spread messages to viewers across the many virtual social social networks. The process of V.V.O. harnesses the power of a multitude of video integrated Web 2.0 networks to reach larger global populations, as well as, to hone in on niche local communities. The term V.V.O. was first coined by Caitlin Dyer (CTO of a silicon valley based media company by the name of Millennial Productions). However, since then similar or related processes of video marketing have been referred to as V.S.O. (Video Search Optimization) by SEMPO & SES, and S.M.O. (Social Media Optimization) by Rohit Bhargava . SEE ALSO
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