How can we tell if word-of-mouth is working?
Andrew GreenZenithOptimedia
BACKGROUND
Consumers everywhere are being bombarded with more and more marketing messages. Television viewers in the United States, for example, are exposed to 15–20 minutes of advertising or promotional messages every hour.
The growth in the use of so-called 'ambient' media means that exhortations to consumers continue as they walk the streets, do their shopping or drive their cars.
The job of media planners is to identify when, where and how best to place advertising messages to reach consumers. They will continue to seek out new venues and opportunities...