Question: The founder of Truemors is known for popularising which word in his marketing of the Macintosh?

Context articles: Haddock Corporation
Lucie Bigelow Rosen
Guy Kawasaki
Gunaras Kakaras
Local store marketing
Truemors
Psalm 1, the Christ Junkie
Affinity marketing
Reader Rabbit (video game)
Andrea Cunningham

Haddock Corporation is an American consumer electronics and information technology consulting business based in Wichita, Kansas which operates two Haddock Computer Center retail locations.
 Founded as a software company, Haddock has been an Apple-authorized dealer and computer repair shop since 1984, the year the Macintosh computer was released.
 Company founder and CEO Richard Haddock served on Apple's reseller advisory board for over ten years.
 He is a member and one of the founders of the Apple Specialist Marketing Corporation.
Lucie Bigelow Rosen (born 1890 Bernardsville, New Jersey died 27 November 1968 New York) was a Theremin soloist known for popularising the use of the instrument in the 1930s and 1940s, and founder of the Caramoor festival.
Guy Kawasaki (born August 30, 1954) is an American marketing specialist, author, and Silicon Valley venture capitalist.
 He was one of the Apple employees originally responsible for marketing their Macintosh computer line in 1984.
 He popularized the word "evangelist" in marketing the Macintosh and the concepts of evangelism marketing and technology evangelism.
Gunaras Imantas Kakaras (born 8 January 1939, Padaičiai near Biržai) is a Lithuanian astronomer, founder and director of Lithuanian Museum of Ethnocosmology.
 He is widely known in Lithuania and Post-Soviet states as a scientist, advocating and popularising Lithuanian ethnic culture along with astronomy.
Local store marketing (LSM), also known as "neighborhood marketing", is a marketing term that refers to the application of different variables in a business's marketing mix dependent on localized specifications including the consumer, competition, and store characteristics.
 Word for word, "local store marketing" can generally refer to any marketing techniques a localized business, in any industry, uses to market itself to the area it operates in.
 For the most part, within marketing and advertising circles, the term "local store marketing" is instead taken as a whole to define the tactics used by a localized business to supplement a broader marketing initiative being implemented by its corporate owner, its franchisor, or some other conglomerated parent entity.
 In many businesses, this "parent entity" is responsible for national or regional marketing initiatives with which it has total control.
 For the localized business operating under this "parent entity", it specifically will control only marketing initiatives that affect the location itself, paying special attention in selecting those that meet efficiency requirements based on its local customer base, its capabilities, its resources, and the general business environment it operates in.
Truemors, is a user-created rumor reporting site founded by noted author and venture capitalist Guy Kawasaki.
 The service launched in the middle of May 2007 to mixed reviews.
Samuel Koyire Kobina, popularly known as Psalm 1, the Christ Junkie is an award-winning Ghanaian poet rapper, spoken word artist, musician, artist coach and event organizer.
 He is one of the few along with the rap group Heavens Connection to have pioneered a new wave of gospel music known as gospel-rap or Christian rap also referred to as urban gospel music in Ghana.
 With his group Heavens Connection, they introduced Ghanaian youth to gospel rap/hip-hop locally.
 He has toured and performed at more than 350 shows since 2009.
 In 2016, he did a record 74 shows and is the most booked poet or spoken word artist and urban gospel artist in Ghana since 2013 with at least 50 shows per year.
 He is also a member of a Christian creative arts group, SASA (Speaker's and Singer's Association).
 Often credited as the face and one who led the pioneering and popularising of Spoken Word poetry and gospel rap in KNUST.
 He also holds the record of the highest number of shows done in a semester in KNUST (30) achieved in his last semester in 2014.
Affinity marketing is a concept that consists of a partnership between a company and an organization that gathers persons sharing the same interests (known as an affinity group) to bring a vaster consumer base to the opposite party.
 The first academic approach of affinity marketing has been provided by Macchiette and Roy in 1992 and they described this notion as a combination of affinity and the marketing ideas.
 They defined the word Affinity as "an individual level of cohesiveness, social bonding, identification and conformity to the norms and standards of a particular reference group" whereas marketing is described to be the "expectation of benefit for the individual satisfying consumer wants and needs".
 An affinity group is a group which has a solid connection with a considerable number of consumers and which has the possibility to target them in a much easier way than what can be accomplished by way of ordinary marketing process.
 Affinity groups in which people recognize themselves may be a charitable organization, a football team, the enterprise they work for, a specific company, an organization they belong to... Thus, Affinity group members may be fans, customers, subscribers, staff members...
Reader Rabbit (fully titled "Reader Rabbit and the Fabulous Word Factory" or alternatively known as "Reader Rabbit Builds Early Learning & Thinking") is a 1983 video game and the first of the long-running Reader Rabbit edutainment series.
 It was made by The Learning Company for Apple II and later for other computers.
 It also made use of the KoalaPad graphics tablet.
 The Connelley Group helped with the Atari 8-Bit conversion in 1984 .
 A Talking version was developed for the Apple IIGS in 1990.
 An enhanced version was released for MS-DOS on 1991.
 A Deluxe version was released in 1994 for DOS, Macintosh and Windows 3.1.
 Then in 1997 the game was remade for Windows and Macintosh under the title "Reader Rabbit's Reading 1".
Andrea "Andy" Cunningham is an American strategic marketing and communications expert.
 She helped launch the Apple Macintosh in 1984 as a part of Regis McKenna, and founded Cunningham Communication, Inc., widely regarded as one of the top public relations firms for Silicon Valley high-tech companies in the 1980s and 1990s.
 During the time she led Cunningham Communication, she was so well known that her business card just said "Andy".
 She is currently the President of Cunningham Collective, a brand strategy, marketing and communications firm.