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Media Dictionary
- Vinyl: A flexible, strong printing material that can be used in billboard production, allowing the advertising image to be rotated from one billboard location to another without reprinting the entire board.
- Viral Marketing: A marketing approach where marketers seek to use pre-existing social networks to broadcast their message, in a self-replicating process similar to a flu virus spreading across the population. Examples include the rise of the Razor Scooter in the late 1990s, which appeared almost overnight as a "fad" until every child in the U.S. seemed to have one. Viral marketing differs from Word of Mouth in that it can reach exponentially millions of people if successful, where word of mouth typically reaches a few contacts before diminishing.
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