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The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.

The term VRL marketing has also been used pejoratively to refer to stealth marketing campaigns—marketing strategies that advertise a product to people without them knowing they are being marketed to. (source : wikipedia)

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