How measuring consumer conversations can reveal advertising performance

Brad Fay, Ed Keller, and Rick Larkin

Generating “buzz” is a marketing objective for many Super Bowl advertisers, but “buzz” as a campaign objective should not be limited to big tent-pole events like the Super Bowl.
Fay, Keller and Larkin

MANAGEMENT SLANT

  • Conversation and social sharing are universal forms of brand engagement that not only indicate a successful advertisement, but also extend the reach of advertisement messages through social networks.
  • Extending earlier findings on social sharing’s impact on advertising, the researchers’ analytics estimated that, on average, 25 percent of advertising’s impact involves the stimulation of conversations.
  • Conversation uplift is an important supplement to more traditional forms of advertising effectiveness. It represents an...

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