Promotion refers to �the function of informing, persuading, and influencing the consumer�s purchase decision� (Boone pg 496). When it comes to promoting their product the marketers of Krispy Kreme have two main objectives: increasing brand awareness and increasing brand loyalty. And both of these objectives are primarily met in one way: by word of mouth. Krispy Kreme does no national advertising; in fact they hardly advertise their product at all. Rather then using the general approach of advertising through mass media sources, such as newspapers, television, radio, magazines and billboards to attract consumers Krispy Kreme generally relies on their customers to advertise for them. �The idea�s always been to let the product speak for itself� (Word of Mouth Tastes Pretty Sweet to Krispy Kreme). For over 65 years Krispy Kreme has survived and prospered primarily by word of mouth. Their loyal and devoted customers spread the news to family and friends about �the product that many describe as like eating sweet air� (Boone KK-14). �Once someone�s had a hot Krispy Kreme�� says Directo......

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