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How Measuring Consumer Conversations Can Reveal Advertising Performance

Brad Fay, Ed Keller, Rick Larkin
DOI: 10.2501/JAR-2019-043 Published 1 December 2019
Brad Fay
Engagement Labs,
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  • For correspondence: brad.fay@engagementlabs.com
Ed Keller
Engagement Labs,
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  • For correspondence: ed.keller@engagementlabs.com
Rick Larkin
Engagement Labs,
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  • For correspondence: rick.larkin@engagementlabs.com
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ABSTRACT

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.

  • Received September 5, 2019.
  • Received (in revised form) October 2, 2019.
  • Accepted October 10, 2019.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 4

Journal of Advertising Research: 59 (4)
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How Measuring Consumer Conversations Can Reveal Advertising Performance
Brad Fay, Ed Keller, Rick Larkin
Journal of Advertising Research Dec 2019, 59 (4) 433-439; DOI: 10.2501/JAR-2019-043

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How Measuring Consumer Conversations Can Reveal Advertising Performance
Brad Fay, Ed Keller, Rick Larkin
Journal of Advertising Research Dec 2019, 59 (4) 433-439; DOI: 10.2501/JAR-2019-043
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    • ABSTRACT
    • MANAGEMENT SLANT
    • INTRODUCTION
    • MEASURING ADVERTISING EFFECTIVENESS
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    • Appendix 1 Performance for Super Bowl Advertisers on Five Metrics
    • Appendix 2 Pearson Correlations on Percent Change
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  • Consumers' Responses to Facebook Advertising across PCs and Mobile Phones
  • The Impact of Airing Super Bowl Television Ads Early on Social Media
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