bThere's fake corporate marketing and then there's real marketing. This is the ireali stuff for ireali people. -Ben Cohen, co-founder of Ben Jerry's Ice Creamb p These days consumers are paying less and less attention to advertising. A majority already zap commercials, and new technology keeps making it easier to tune out marketing messages. p Mark Hughes has written a breakthrough guide to the art of successful buzzmarketing which many people talk about but few truly understand. He draws on his own real-world experience as an executive and consultant, as well as untold stories of some of the great buzz generators of our time, including American Idol, tie-dye shirts, and the birth of Lite beer.