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...
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.
