PT  - JOURNAL ARTICLE
AU  - Brad Fay
AU  - Ed Keller
AU  - Rick Larkin
TI  - How Measuring Consumer Conversations Can Reveal Advertising Performance
AID  - 10.2501/JAR-2019-043
DP  - 2019 Dec 01
TA  - Journal of Advertising Research
PG  - 433--439
VI  - 59
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/59/4/433.short
4100  - http://www.journalofadvertisingresearch.com/content/59/4/433.full
SO  - J Advert Res2019 Dec 01; 59
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.