In this fifth part about word of mouth marketing, we discuss what marketers can do in case of negative buzz. The lecture is illustrated with a lot of marketplace examples. Finally, I turn attention to the importance of matching your marketing message with the venue in which it appears. We end the lecture with an illustration of a winning web campaign (WOMMIE awards 2008) developed by MacDonalds, that cleverly mixed messages, audiences, and venues (web and traditional media) to launch a new chicken sandwich.