How can I measure word of mouth?
Andrew GreenZenithOptimedia
BACKGROUND
At its simplest, Word Of Mouth (WOM) provides an amplifier for marketing messages. If somebody talks about an advertisement they have seen to another person who has not, message reach has effectively been doubled.
If a newspaper, magazine or TV station runs an item mentioning a product or advertisement this, too, is a form of message amplification, on a larger scale.
But WOM can also add credibility to a message – a friend or family member talking about a brand or product, or an independent commentator writing about it,...