WORD OF MOUTH

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Definitions

1. word of mouth is a public relations comm line superior to press, radio, television or Mr. Big. Radio, press and TV only seek to create "word of mouth." This term means what people say to one another. By standing for what people think is good and opposing what people think is bad greatly speeds word of mouth. (HCO PL 17 Jun 69)

2. there is internal communication amongst the publics and within each public, know as "word of mouth advertising" and "goodwill." (HCO PL 22 Jul 71)