8 principles to harness the power of advocacy

Denise Turner, director of insight and effectiveness at Media Planning Group, argues that advocacy or word of mouth is the most active dynamic influence on brand preference, product choice and customer behaviour.

8 Principles to Harness the Power of Advocacy

Denise Turner

There are many different ways to define the modern era. From a media perspective, however, it arguably comes down to three common trends. First, there has been a huge increase in commercial noise....