TV's influence on word of mouth

This article discusses UK research into the relationship between television and word of mouth (WOM), arguing that TV advertising increases WOM and that this type lasts for longer than WOM generated by other means.

TV's influence on word of mouth

Neil MortensenThinkbox

Thinkbox research that investigated the relationship between paid, owned and earned media shows that brand conversations don't just happen, they are most usually the result of TV advertising.

It is good to talk, as Bob Hoskins used to remind us in the British Telecom ads back in the day, and we have probably never talked more than we do today. As technology has expanded, so have our means to talk; the volume, in every sense, has increased. Our pillow talk, bar chat, and water cooler conversations have been supplemented by the...

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