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.
CITATION STYLE
Fay, B., Keller, E., & Larkin, R. (2019). How measuring consumer conversations can reveal advertising performance. Journal of Advertising Research, 59(4), 433–439. https://doi.org/10.2501/JAR-2019-043
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