Warc index
 

Using the example of the Sony BRAVIA 'Balls' commercial, this paper discusses the value and effects of consumer-generated spoof versions of viral films. It argues that the number, popularity and durat ...

Grabbing internet users' attention with viral advertising is getting harder. In this article, GoViral, the specialist viral distribution agency, asks whether virals which parody or allude to other ca ...

How can advertisers track online word of mouth about brands when there are more than 70m English language internet blogs? This article examines tools called brand association maps to measure what is s ...

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 ...

During 2007, viral marketing became a true part of the mainstream marketing mix. This paper contains movies and commentary on the top ten viral films of the year according to their popularity on the v ...

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 ...

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 ...

Andrew Wiseman, a director at Nunwood's Market Analytics business division, argues that though customer satisfaction is recognised as an important contributor to business success, the measurement of t ...

Brian Millar muses on the nature of viral marketing on the internet, and how the media owners can make money from it (answer: with difficulty); and how advertisers can exploit it (answer: with ingenui ...

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 ...

Word of mouth (WOM), basically defined, can spread marketing and advertising messages at a rapid speed, and in a unique way, whether it takes the form of personal interaction or media coverage of a pr ...

Drew Neisser, president and CEO of Renegade Marketing Group, produces a six-point plan for marketing survival in an age when the consumer is most definitely in charge - spurred by the internet (search ...

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 ...

The internet enables customers to obtain electronic word-of-mouth from other customers. This paper illustrates a qualitative research project to identify customer motives for reading other customers' ...

Online word of mouth takes many forms, from individual blog posts to threaded message board conversations, but one particular form is quickly emerging as the new consumer-generated media of choice for ...

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 ...

The founder of the Dallas agency Slingshot, Owen Hannay, sees advertising's future belonging to a new breed of multidextrous, multi-channel, multi-marketing agencies - whose creative teams can turn th ...

This study examines the within-participants effects of web advertising and product publicity and the between-participants effects of similar versus varied web product publicity and advertising message ...

In his occasional spot, 'Crossing the line', Brian Millar looks at the new generation of web companies - and Web 2.0. He argues that advertising was one of the main causes for the failure of the last ...

Tim Gibbon and Rachel Hawkes, from Elemental Communications, define and describe viral marketing. They discuss the keys to successful campaigns, whether it can be managed and how to start, accelerate ...

Noah Brier, a writer at Renegade Marketing Group, discusses what makes a successful online viral advertising campaign. Viral (or contagious, Brier's preferred word) advertising works by engaging with ...

Tom Beaumont-Griffin, executive creative director at Sledge Ltd, and Andy Sutton, UK marketing director for Peugeot, describe the spring 2005 pre-launch buzz campaign for the innovative Peugeot 1007. ...

Karen Fraser (founder of the Fraser Consultancy) and Ben Claxton report that 61% of word-of-mouth conversations portray negative aspects of a brand. Their article looks at consumer's concerns about e ...

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 ...