In the book Applebee’s American: How Successful Political, Business and Religious Leaders Connect with the New American Community the authors suggest we are moving back into a pre-TV world where word of mouth is going to be the major form of spreading ones message or selling a product. Already more and more major companies are shifting their advertising dollars from tradition media to niche and word of mouth media.According to the authors “the Challenge, then, for societies institutions, businesses, and government (and churches) and the people who run them- is to adjust to this new reality in which word of mouth rules and learn the word of mouth rules.” 

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