Fit Publics = More Promotion?

Fit Publics = More Promotion

Samm Zombolo

Contagious: Why Things Catch On

Jonah Berger

Length: 213

Simon & Schuster

Price: Free (Again, the library rocks)

I had never thought that exercising would make me more social but it seems after Jonah Berger’s experiment this is true. The thing I found most interesting throughout the book was how exercising, or getting physical, arousal could affect the scoop of which a campaign goes. I’ll have to keep note of that: advertise in gyms. The section went on further to explain that people that are already excited are more likely to pass on information. I’ll have to keep note of that too: advertise at sporting events.

This experiment Berger conducted is an extremely intelligent observation. While everyone can understand emotions affecting word-of-mouth, not many would think about unrelated arousal and adrenaline affecting someone’s perspective. But then again, Berger is a smart man who looks specifically at how ideas, products and social cues “catch on and become popular.”

Below is Berger’s professor biography:

https://marketing.wharton.upenn.edu/profile/311/

Beyond his insightful book, Berger has been published in some of the largest journals and newspapers such as The New York Times, Wall Street Journal and BusinessWeek. His newest research, which focuses on a lot of what is written in Contagious, what leads to word-of-mouth and viral success?

All together the book is filled with information that every campaign manager should read. His ideas and experiments can be used for to help globalize many companies. It also looks at different publics and which produce the best results (a.k.a the runners and the sports fans). In conclusion, I found this book to have a lot more prevalent information. The book is update and notes a lot of social situations that can be found in today’s society. I think anyone going into a profession such as public relations, advertising, marketing and even business, should read this for insight into new publics and smart ways to get more readership on a campaign.

Beyond reading this book, many should look to visiting Berger’s website where he posts articles and blogs that can help not only with campaigning but interviews and social situations. Below is the site:

http://jonahberger.com/