TNS – Quantifying the contribution of word of mouth to brands via tracking studies

This paper discusses a study undertaken by TNS to quantify the contribution of word of mouth to brands via tracking studies.

TNS – Quantifying the contribution of word of mouth to brands via tracking

Sue Burden and Helen RoweTNS

BACKGROUND

  • The relationship between word of mouth and advertising is presumed to be a positive inter-reaction– i.e. successful communications...

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