1. What factors occurred in the external environment that allowed for the increase in use and success of viral marketing campaigns? Do any of these factors also pose related threats?
2. How do the decisions made by marketing managers about the marketing mix of the product (a movie like The Dark Knight) affect the implementation of a viral marketing campaign?
3. There are now online websites and forums that discuss, critique, and even hand out annual "awards" to viral campaigns independently of the movies that they advertise. What are the implications of this trend for the actual movies that the campaigns are meant to advertise?
4. Would viral marketing campaigns be as effective for repeat-purchase goods (for example, groceries), or are they most useful in building anticipation for future consumption of a product such as a movie? Can viral marketing be used to build relationships with customers?