RT Journal Article SR Electronic T1 How Measuring Consumer Conversations Can Reveal Advertising Performance JF Journal of Advertising Research JO J Advert Res FD WARC SP 433 OP 439 DO 10.2501/JAR-2019-043 VO 59 IS 4 A1 Brad Fay A1 Ed Keller A1 Rick Larkin YR 2019 UL http://www.journalofadvertisingresearch.com/content/59/4/433.abstract AB Generating “buzz” is a marketing objective for many Super Bowl advertisers, but “buzz” as a campaign objective should not be limited to big tent-pole events like the Super Bowl. It should be a key objective for all advertising. Fifteen years ago, researchers estimated word-of-mouth (WOM) could triple the value of advertising through a “ripple effect” (Hogan, Lemon, and Libai, 2004). The current study confirms the theory that there is a close and valuable relationship between WOM and advertising success, and it further examines that relationship as a reason to make it a campaign objective and a key part of the measurement of advertisement performance.