Advertising worth talking about (the relationship between advertising and word-of-mouth communication in marketing)

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 5

Fay B. and , Hutton G. Admap, November 2010, Vol. 45 No. 10, Start page: 14, No. of pages: 3

Reports the extension of the research which was previously undertaken by Keller Fay Group into the relationship between advertising and word-of-mouth communication, which found that 22 percent of all word-of-mouth in the USA is stimulated or supported by paid advertising, such as print, online, television,and outdoors, to countries outside the USA. Reveals the equivalent finding that advertising helps to stimulate and support word-of-mouth by 18 percent and 22 percent in the UK and Australia, respectively, indicating some universality in these findings. Explains that the latest research aimed to assess the ability to predict word-of-mouth brand mentions from three separate perspectives: to test the degree to which advertising expenditures can predict word-of-mouth; to measure the impact of advertising expenditures by competitive brands; and to compare the return on investment for media types, such as television, print, and online. Concludes that advertisers should think beyond online social media tools, to all those options that have relevant strengths for word-of-mouth. Article type: Viewpoint ISSN: 0001-8295 Reference: 40AA464

Keywords: Advertising, Advertising effectiveness, Brand management, Marketing communications, Strategic marketing, Surveys