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. Consumers are exposed to an ever-expanding variety of commercial messages. Second, people today have a plethora of choice in all areas of life, from media to products to holidays. Third, those very consumers, faced with more messages and more choice, have less time to process them. In short, the world is a minefield of information and choice....

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