How Measuring Consumer Conversations Can Reveal Advertising Performance.

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    • Abstract:
      Generating "buzz" is a marketing objective for many Super Bowl advertisers, but "buzz" as a campaign objective should not be limited to big tent-pole events like the super Bowl. It should be a key objective for all advertising. Fifteen years ago, researchers estimated word-of-mouth (WOM) could triple the value of advertising through a "ripple effect" (Hogan, lemon, and Libai, 2004). The current study confirms the theory that there is a close and valuable relationship between WOM and advertising success, and it further examines that relationship as a reason to make it a campaign objective and a key part of the measurement of advertisement performance. [ABSTRACT FROM AUTHOR]
    • Abstract:
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