Procter & Gamble Co., GlaxoSmithKline and Lee Jeans are among the marketers that have used word-of-mouth advertising campaigns to launch products and boost sales. According to PQ Media, spending on word-of-mouth advertising could total $1 billion for this year. PQ's vice president of research, Leo Kivijarv, said word-of-mouth "totally outweighs all the other forms of advertising and marketing direct in terms of trust."

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