It is not easy to convince consumers to buy a product. They are exposed to hundreds of advertisements on a regular basis on newspapers, television, radio and hoardings. Even as they are partly influenced by the images, sounds and video they are bombarded with, lot of people are still skeptical about it. And they tend to seek the help of friends, colleagues, acquaintances or even product reviews before deciding to part with their money.

Most products are bought not because of the impact of ads alone but through word-of-mouth. If someone has bought a mobile phone and is happy with it, he or she is likely to tell it to at least 10-12 people about the merits of the product. This kind of marketing comes free for the company and in a way it is a reflection of the branding effort taken by the company.

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