How ads work: Word-of-mouth stimulation

 

This paper discusses a study undertaken by TNS to quantify the contribution of word of mouth to brands via tracking studies. The relationship between word of mouth and advertising is presumed to be a ...

This article summarises the book 'Join the Conversation: how to engage marketing-weary consumers with the power of community, dialogue, and partnership', by Joseph Jaffe (Wiley, 2007). The key premise ...

This article summarises the book 'Herd: how to change mass behaviour by harnessing our true nature', by Mark Earls (Wiley, 2007). The key premise of the book is that 'We are a we-species who do indivi ...

There is still much to be learned about calculating the economic value of referrals and other word-of-mouth activities, both online and offline. Reichheld's 'ultimate question'- would you recommend u ...

This article discusses the techniques used to drive word-of-mouth, so as to create 'fame' for a brand. Tactics include: finding a taboo to break (Angelsoft, nzgirl, OPSM Contact Lenses, Ryvita Minis, ...

Word of mouth (WOM) is the hot topic in marketing these days, with spending on WOM projected to hit $1.3 billion (US$) in 2008. Interest in measuring and managing word of mouth communication about bra ...

John Griffiths, Planning Above and Beyond, reports on WOM UK's 'How To' Word of Mouth Marketing Workshop. Among the topics under discussion were how to identify 'influencers', using brand agents, esta ...

The advent of social media has made word-of-mouth marketing more powerful than ever. WOM can create awareness for new products, build buzz for existing products or brands, or drive sales; it is an alw ...

In traditional campaign post-testing, only the impact of direct exposure (people actually having seen the creative) is measured. Word-of-mouth (or of mouse), and what people do after viewing a commerc ...

With the growth of the internet, a new dimension has been added to word of mouth: namely, word of mouse. This paper introduces a new model that can serve as a framework for marketers, advertisers and ...

This study identifies social uses of advertising by young male adults who have been brought up in a mass media-driven society, which makes them more advertising literate. A diary study revealed the fr ...

An increasing number of newspapers have sought to redesign their format in an effort to more closely correlate with the way that readers consume their news. Beyond the changes to content and format, t ...

This paper aims to help brand owners and their agencies harness the growing power and influence of 'Word of Mouth' communication. It argues that 'Word of Mouth', both off- and online, is a medium that ...

This article describes a conceptual model for effective word-of-mouth marketing. The systematic approach shows how to identify, target and measure the appropriate influence points for any subject. Thi ...

While still in its infancy, the practice of developing and implementing marketing strategies designed to leverage the power of personal recommendations on a grand scale holds great promise. This paper ...

Alain Samson discusses the differing impact and variables of negative and positive word of mouth, how to research them and how to measure their effects. He also discusses how WOM can be forecasted, an ...

This paper introduces the concept of 'Snakes and Ladders' marketing, a new way of viewing decision-making that replaces the old model of the purchase funnel. We have moved from a rationalised world to ...

Although not new, Word of Mouth (WOM) has been boosted to a new level by the internet, and the countless websites that enable people to read, discuss and contribute product reviews. The problem for m ...

This article discusses whether word of mouth (WOM) effects are measurable and, if so, how this may be done. It covers online versus offline WOM, the difference between B2B and B2C WOM, concerns about ...

This paper aims to summarise some of the leading efforts to measure engagement by synthesising a wide range of research previously undertaken into the topic. It focuses on the importance of measuring ...

Consumer panels are traditionally one of the most important tools in carrying out market research, and the increasing prominence of the internet has the potential for engaging vast numbers of consumer ...

This paper provides data showing that customer word of mouth recommendation rates predict sales growth for retail banks, car manufacturers, mobile phone networks and supermarkets in the UK. The more c ...

Word of mouth. The most under-rated form of marketing in the modern age or just another transatlantic buzz-phrase? How far does a marketing message reach through word of mouth? To whom? Does it make a ...

In this paper, BuzzMetrics review findings from analyses of online consumer buzz for two sets of promising drug therapies. The therapies with pre-approval buzz experienced an enormous increase in disc ...

Jonathan Carson, president and CEO of BuzzMetrics and co-founder of the Word of Mouth Marketing Association, describes the immense impact that WOM (word-of-mouth) is having on media, consumers and mar ...

Shula Bigman, president of Communications Options, NY, explains that word-of-mouth and buzz marketing has its roots in the 'two-step communication flow' theories of Lazarsfeld/Katz and Dichter 50 year ...

This paper outlines a new approach to investigating and understanding the impact of word-of-mouth on purchases. The methodology has confirmed the power of word-of-mouth but more importantly has identi ...

Word of mouth has long been recognised as the most powerful form of communication and now the internet has dramatically increased the scope consumers have to transmit and to receive messages from trus ...

This paper explores how changes in our social and cultural perception of brands, advertising and marketing, in addition to lifestyle shifts, have lead to the growing power and value of word of mouth i ...

Tim Wragg and Michael Lowenstein, from the Customer Management Centre of Excellence at NOP World, explain the importance of customer advocacy to brand success. They see this as more than merely word- ...