Now, word of mouth.

Which literally means passing word from one mouth to another. In other words, it's the spread of the information (word) person-to-person, face-to-face.

As a form of communication, word of mouth is in stark contrast to propaganda spread through the public loudspeaker - radio, television, the Internet or what have you.

In contrast to massive marketing campaigns, the word of mouth is informal, costless and reliable, or it can be deceptive depending on the case. Press conferences on the other hand, are formal, more costly to stage-manage and more reliable, or they may be more deceptive depending how you look at it.

This granted, and depending on the particular case, word of mouth sometimes outperforms expensive commercials on TV.

The restaurant business for instance usually leans on word of mouth. Where I live, there's restaurant that I think has been thriving on a good word of mouth. This restaurant is small and shabby. Really shabby - its front walls resembles those of an abandoned outhouse, the door so small that I suspect some of its hefty patrons can barely squeeze through. No two customers of any size (lean diners are hard to come by anyway) can possibly walk through the door side by side. And it doesn't have a menu, serving one dish. Yes, serving one dish alone, a boiled-then-barbequed fish which is finally covered up with chili peppers, Sichuan style, before being brought onto the table, shabby table it is too, though it is wiped clean.

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