How measuring consumer conversations can reveal advertising performance

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...