The buzz is mainly employed for ensuring rise in the sales, which will correspondingly result in the higher profits. There have been different products including Trivial Pursuit, Cold Mountain, and Hotmail which were able to achieve the focus and attention in the market not through the medium of advertising, but solely through buzz (Margo, 2006). If the buzz is used in appropriate manner, it supports advertising of the product in efficient and effective manner. It has been observed that 'an advertisement will never enjoy the credibility of buzz, but it can get closer by simulating buzz through testimonial advertising, such an execution is challenging' (Peyton, 2002). The success of the buzz is relevant to the verification of its authenticity. The credible buzz have resulted in the promotion of the brands on different accounts, 'the testimonials...

The danger associated with the buzz is related to its authenticity, verification and its expiration; provided such measures have been handled, the buzz is powerful tool for advertisement.
References

Margo Berman. Street-smart Advertising: How to Win the Battle of the Buzz. Rowman & Littlefield Publication. 2006. pp. 34-76.

Peyton Paxson. Media Literacy: Thinking Critically about Advertising. Walsh Publishing. 2002. pp. 198-219.

Thomas C. O'Guinn, Chris T. Allen, Richard J. Semenik. Advertising and Integrated Brand Promotion. Thomson South-Western. 2006. pp. 565-576.