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Universal McCann: Yes, You Can Plan for Word-of-Mouth
MediaBizBloggers Like it or not, just because a brand has great word-of-mouth, doesn’t mean it’s safe to spend less on advertising. The evidence we have gathered at UM implies that far from being dissonant sources of consumer awareness and information, advertising and word-of-mouth can be shown to have a powerful symbiotic relationship. To assess the relationship between advertising and word-of-mouth, we constructed a regression model built specifically for the purpose. The model tapped . More >
McKinsey Weighs in on Word of Mouth – “The Most Powerful Form of Marketing”
The upstart word of mouth marketing industry got a big boost recently from a blue-chip source: McKinsey & Company. A recent article in the McKinsey Quarterly made some rather big – and justified – claims about the power of word of mouth. Some headlines that are worth noting: “The rewards of pursuing excellence in word-of-mouth marketing are huge, and it can deliver a sustainable and significant competitive edge few other marketing approaches can match.” Word of mouth . More >
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