TNS – Quantifying the contribution of word of mouth to brands via tracking
Sue Burden and Helen Rowe
The relationship between word of mouth and advertising is presumed to be a positive inter-reaction – i.e. successful communications will get talked about and so will fuel positive brand word of mouth. We wanted to provide concrete evidence of this relationship.
Showing the benefit of word of mouth to the brand could also encourage clients to exploit this potentially valuable channel in a more pro-active manner.
In addition, as we are now regarding word of mouth as a channel of communication for brands, surely it should be included in tracking studies alongside the existing mass media channels, even at times when the brand was not specifically initiating a word of mouth campaign?