Skip to main content

Main menu

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Gold Open Access
  • Topics
    • All topics
    • Celebrity endorsement
    • Mobile
    • Multicultural
    • Neuromarketing
    • Pharmaceutical and Healthcare
    • Shopper insights
    • Social media
    • Sponsorship
    • Television
  • Submit
    • Calls for Papers
    • Submit a manuscript
  • Subscribe
    • Subscribe to JAR
    • Pay per view
    • ARF members
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • JAR in the News
    • My Folders
    • Feedback
    • Contact
  • Other Publications
    • jadvertres

User menu

  • Subscribe
  • Contact Us

Search

  • Advanced search
  • Other Publications
    • jadvertres

Log in

  • Facebook
  • Twitter
  • Linkedin
the Journal of Advertising Research

Advanced Search

  • Home
  • Articles
    • Current issue
    • Archive
    • Digital First
    • JAR Best Paper
    • Gold Open Access
  • Topics
    • All topics
    • Celebrity endorsement
    • Mobile
    • Multicultural
    • Neuromarketing
    • Pharmaceutical and Healthcare
    • Shopper insights
    • Social media
    • Sponsorship
    • Television
  • Submit
    • Calls for Papers
    • Submit a manuscript
  • Subscribe
    • Subscribe to JAR
    • Pay per view
    • ARF members
  • About
    • About JAR
    • Impact factor
    • Meet the Editors
    • ARF and Editorial Review
    • JAR in the News
    • My Folders
    • Feedback
    • Contact

Finding the “Missing Link”: Advertising's Impact on Word of Mouth, Web Searches, and Site Visits

Jeffrey Graham, William Havlena
DOI: 10.2501/S0021849907070444 Published 1 December 2007
Jeffrey Graham
,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: jeffreypgraham@gmail.com
William Havlena
Dynamic Logic,
  • Find this author on Google Scholar
  • Search for this author on this site
  • For correspondence: billh@dynamiclogic.com
  • Article
  • Info
  • PDF
Loading

Click on the PDF link for the complete article.

ABSTRACT

For decades, marketers have trumpeted the importance of word of mouth in influencing purchase choice, but have still spent billions on brand advertising—without any proof of the link between the two. Using newly available data, we sought to resolve this contradiction by searching for the “missing link” between positive word of mouth about brands and brand advertising. We also tested the relationship between advertising and measurable behaviors of brand interest—namely, brand searches and website visits. The analysis involved 35 brands over a 26-week period using six sources of data. The results indicate that brands should redouble their efforts in using advertising to grow brand advocacy through the integration of online and offline branded consumer contact points.

  • © Copyright 2007 The ARF. All rights reserved.

ARF MEMBERS

If you are a member of the Advertising Research Foundation, you can access the content by logging in here
Log In

Pay Per Article - You may access this article (from the computer you are currently using) for 30 days for US$20.00

Regain Access - You can regain access to a recent Pay per Article purchase if your access period has not yet expired.

Log in using your username and password

Forgot your user name or password?
Forgot your user name or password?
PreviousNext
Back to top

Vol 47 Issue 4

Journal of Advertising Research: 47 (4)
  • Table of Contents
  • Table of Contents (PDF)
  • Cover (PDF)
  • Index by author
  • Ed Board (PDF)
  • Front Matter (PDF)
Email

Thank you for your interest in spreading the word about the Journal of Advertising Research.

NOTE: We only request your email address so that the person you are recommending the page to knows that you wanted them to see it, and that it is not junk mail. We do not capture any email address.

Enter multiple addresses on separate lines or separate them with commas.
Finding the “Missing Link”: Advertising's Impact on Word of Mouth, Web Searches, and Site Visits
(Your Name) has forwarded a page to you from the Journal of Advertising Research
(Your Name) thought you would like to see this page from the Journal of Advertising Research web site.
CAPTCHA
This question is for testing whether or not you are a human visitor and to prevent automated spam submissions.
Alerts
Sign In to Email Alerts with your Email Address
Citation Tools
Finding the “Missing Link”: Advertising's Impact on Word of Mouth, Web Searches, and Site Visits
Jeffrey Graham, William Havlena
Journal of Advertising Research Dec 2007, 47 (4) 427-435; DOI: 10.2501/S0021849907070444

Citation Manager Formats

  • BibTeX
  • Bookends
  • EasyBib
  • EndNote (tagged)
  • EndNote 8 (xml)
  • Medlars
  • Mendeley
  • Papers
  • RefWorks Tagged
  • Ref Manager
  • RIS
  • Zotero
Download PDF
Request Permissions
Share
Finding the “Missing Link”: Advertising's Impact on Word of Mouth, Web Searches, and Site Visits
Jeffrey Graham, William Havlena
Journal of Advertising Research Dec 2007, 47 (4) 427-435; DOI: 10.2501/S0021849907070444
del.icio.us logo Digg logo Reddit logo Twitter logo CiteULike logo Facebook logo Google logo Mendeley logo
Save to my folders

Jump to

  • Article
  • Info
  • PDF
  • Tweet Widget
  • Facebook Like
  • Google Plus One

© 2021 the Journal of Advertising Research

The ARF is the premier advertising industry association for creating, aggregating, synthesising and sharing the knowledge required by decision makers to lead and succeed.

www.thearf.org

JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site.

A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.

Take a trial of WARC.com

Navigate

  • Home
  • Current Issue
  • Archive
  • Digital First
  • JAR Best Paper
  • Topics
  • Submit a manuscript
  • Calls for Papers
  • About JAR
  • Subscribe to JAR
  • Pay per view
  • ARF members
  • Meet the Editors
  • ARF and Editorial Review
  • JAR in the News
  • My Folders

Contact us

  • Contact
  • Feedback
  • ARF members

General

  • About the ARF
  • About WARC
  • Rights & Permissions
  • Advertise in JAR
  • Terms of Use