The podcast that is being reviewed is titled, “Is It OK to HypeYour Clothes?” Consider a case where someone is admiring anotherperson’s shoes and s (he) is told about the designer and where toget a pair. This is likely to be a genuine exchange between friends,co-workers, and relatives, but it can also be taken as buzzmarketing. Buzz marketing refers to a viral marketing strategy thatfocuses on promoting a particular product mostly by a word-of-mouth.Buzz marketing may also involve being given out an item to try outand give back a feedback, especially if it is a person with a highprofile (Lyden 1).
In this podcast, Randy Cohen attempts to examine the ethical issuesof buzz marketing. For example, Janet (the listener) holds anexecutive position in a department store and has been receiving itemslike the plasma television screens and vacuum cleaners worththousands of dollars to try out and give back her opinions. However,according to her company’s policy, she is not supposed to acceptgifts worth over $50 (Lyden 1). According to Cohen, it would beunethical to accept such gifts to try out since the company’spolicies do not allow that. I agree with Cohen because doing anythingthat the workplace prohibits goes against the work ethics. It is truewhen Randy says that Buzz marketing is a corrupt act. This isbecause, after trying out something, people are usually coaxed toretain the product at a given discount, but make sure they give backtheir opinion. This is highly unethical because for people to giveback their opinions, they get bribed by receiving discounts. It isalso true that buzz marketing can be unethical, particularly when oneis unfamiliar with the person touting about a particular product. Itotally agree with Randy that some people can market something todeceive others, but not because it is right or they love it.
Lyden, Jacki. Is It OK to Hype Your Own Clothes? New YorkTimes Magazine, 2006. Print.