Quantifying the ripple: word-of-mouth and advertising effectiveness
Barak Libai, Katherine N Lemon and John E Hogan
In this article the authors demonstrate how a customer lifetime value approach can provide a better assessment of advertising effectiveness that takes into account postpurchase behaviors such as word-of-mouth.
Quantifying the Ripple: Word-of-Mouth and Advertising Effectiveness
John E. Hogan
Strategic Pricing Group
Katherine N. Lemon
Carroll School of Management, Boston College
Barak Libai
Faculty of Management, Tel-Aviv University
MEASURING ADVERTISING EFFECTIVENESS:...
