Advertising and Consumers 2008: It's All About Influence
James AitchisonWARC Online
It seems like the advertising sands have shifted again. Once upon a time, attention was the holy grail. Then it was engagement. And for some it still is. But for others - particularly many of the speakers at WARC's Advertising and Consumers 2008 - it’s now all about influence. Getting to grips with social influences Stephen Phillips (Spring Research) opened the day with a presentation on how marketers can understand and tap into the myriad of social influences (particularly word of mouth) that act...