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Word-of-Mouth Advocacy

A New Key to Advertising Effectiveness

Ed Keller, Brad Fay
DOI: 10.2501/JAR-52-4-459-464 Published 1 December 2012
Ed Keller
The Keller Fay Group,
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  • For correspondence: ekeller@kellerfay.com
Brad Fay
The Keller Fay Group,
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  • For correspondence: bfay@kellerfay.com
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ABSTRACT

Marketers are increasingly focused on social marketing, encouraging consumers to share content as well as recommendations, seeking more emphasis on consumer “expressions” and not just “impressions.” But how should expressions be achieved and measured? The authors argue for a holistic approach, one which recognizes that consumer expressions occur most often face-to-face and are not primarily the purview of online social media. Given research that demonstrates a powerful relationship between word-of-mouth and paid advertising, the authors suggest the need for a new advertising model, one in which a key goal of the ad is to foster conversation; the conversation then persuades the prospect, which leads to purchase.

  • © Copyright 2012 The ARF. All rights reserved.

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Vol 52 Issue 4

Journal of Advertising Research: 52 (4)
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Word-of-Mouth Advocacy
Ed Keller, Brad Fay
Journal of Advertising Research Dec 2012, 52 (4) 459-464; DOI: 10.2501/JAR-52-4-459-464

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Word-of-Mouth Advocacy
Ed Keller, Brad Fay
Journal of Advertising Research Dec 2012, 52 (4) 459-464; DOI: 10.2501/JAR-52-4-459-464
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