The Role of Advertising in Word of Mouth

The article discusses the relationship between advertising and Word-of-Mouth (WOM). New empirical data collected by the authors over a three-year period, from their weekly TalkTrackR survey (a nationally representative U.S.

The Role of Advertising in Word of Mouth

Ed Keller and Brad FayThe Keller Fay Group

INTRODUCTION

One of the seminal studies in mass communications was conducted in 1944 by Columbia University Professor Paul Lazarsfeld. “The Decatur Study,” as it...

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