Planning television as a WOM driver: Insights from CBS and Keller Fay

This report from New York Advertising Week covers a presentation by the broadcaster CBS and agency Keller Fay about how media generates word of mouth (WOM).

Planning television as a WOM driver: Insights from CBS and Keller Fay

Geoffrey Precourt Warc

Television drives conversations about brands better than any other media. And if marketers and media companies understand the link between the two, they can start planning TV budgets with word-of-mouth (WOM) in mind.

That is the upshot of a new piece of research unveiled by David F. Poltrack, CBS Corp. Chief Research Officer and President of CBS Vision, during Advertising Week.

Two years ago, Poltrack introduced the 'Prime Prospect'to an Advertising Research Foundation (ARF) audience. This was a new "holistic"...

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