Word: tremoring
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Procter & Gamble, a pioneer in the field, has been taking control of word of mouth for six years through its Tremor division, which has enlisted 225,000 teenagers to tell their friends about brands like Herbal Essences and Old Spice. Last year, figuring the strategy could be just as effective with adults, P&G signed up 500,000 volunteers, all mothers, for Vocalpoint, a program in which the moms evangelize about pet food, paper towels and hair color. P&G gives the women marketing materials and coupons, but they are free to say whatever they like (or nothing...
...both P&G and the consultancy Keller Fay Group. Breaking it down, Keller Fay found that 18% of word-of-mouth marketing took place on the phone, and 72% face to face, despite the ubiquity of electronic communication. Or perhaps because of it. Inundated by marketing messages, says Tremor CEO Steve Knox, "consumers have gone back to their most trusted source--family and friends...
Does anyone really fear dying in a nuclear blast? In my atomic nightmare, my family survives. A flash of light across the East River in Manhattan; a tremor and roar; a column of flame. Then the questions. Do we pack up the kids and flee? Duct tape the windows and hope for help? How much food is in the pantry? How strong are the locks on the doors...
...tremor out of the far north of the People's Democratic Republic of Korea was unremarkable. It registered a magnitude 4.2, a light earthquake. Its significance had to be declared by its perpetrator, the unpredictable regime of Kim Jong Il. North Korea, one of the poorest and most hermetic nations on earth, was claiming a successful underground nuclear bomb test and entry into the once exclusive club of nuclear powers as member No. 9. "More fizzle than pop," said a U.S. intelligence source dismissively, though he conceded the blast was likely to have been nuclear. A sniffer plane would later...
...declare a mistrial for Kamin in October.One month later, Aldrich acquitted Kamin of two counts of his indictment, and in January 1956, he acquitted him on all six counts.In June 1956, the U.S. government dropped charges against Furry, and the Red Scare fizzled out at Harvard.‘TREMOR OF APPREHENSION’Back on campus, students were underneath McCarthy’s radar, and the trials of Kamin and Furry didn’t impact their daily lives.“We were isolated and somewhat naive about the damage that such accusations could cause to not only...