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"Viral marketing" is a very specific marketing form in which the clients spread the word themselves. A successful ad is not always "viral"-it 's unforgettable enough. Your marketing needs a coach for sales to get people to tell their friends about your stuff, to be viral. Read Seth Goodin's "IdeaVirus" (and all the other books in Seth while you're at it). It goes into depth about why some things "go viral" and others don't. Relevant requirements are specified.