Word-of-mouth: Advertising worth talking about

New insight reveals how advertising on TV and in print stimulates the spread of messages through word-of-mouth.

Advertising worth talking about

Brad Fay and Graeme Hutton

Keller Fay Group and Universal McCann

New insight reveals how advertising on television, in print and online media can stimulate the spread of the message through word-of-mouth

Developed markets have been using mass advertising for more than a century, so one might reasonably assume we know everything important there is to know about how it works, incorporating it in how we design and execute campaigns. But, alas, we don't.

The inter-relationship between advertising and consumer word-of-mouth is an important case in point. Research from the Keller Fay Group finds that 22%...

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