How ads work: Word-of-mouth stimulation

 

The article discusses the relationship between advertising and Word-of-Mouth (WOM). New empirical data collected by the authors over a three-year period, from their weekly TalkTrackR survey (a nationa

This paper reports on the findings of the "talktrack" word of mouth measurement methodology, which seeks to quantify the impact of word of mouth on a firm’s profitability. Using simple simul ...

As demand for Word-of-Mouth (WOM) marketing has grown, so has the need for insight into how influencers stimulate demand. The Word-of-Mouth Marketing Association (WOMMA) identifies five categories of

In order to effectively engage in Word-of-Mouth (WOM) marketing, brands must learn a new language of sustained, emotive engagement. It requires an entirely new way of thinking from determining a brand

The article argues that Word-of-Mouth (WOM) needs to be integrated into the whole brand development process, not tacked on as an afterthought. Most WOM techniques seem to be focused on distribution, w

Word-of-Mouth (WOM) exemplifies a fundamental change in the consumer/brand relationship; its real, underlying power is that it delivers to consumers information they trust, by means of a one-to-one mu

Word-of-Mouth (WOM) marketing is growing fast (double-digit growth each year since 2001 in US), and there is strong interest in the concept, but there remain obstacles to its being adopted in marketin

The article reviews the effectiveness of Word-of-Mouth (WOM), as exemplified by entries in the first WARC WOM Awards. Campaigns that build WOM are especially profitable because they can persuade consu

The accelerating growth in mobile internet communications is giving rise to a new form of interactive marketing. This research identifies the factors that affect youth consumer participation in a mobi

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 ...