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.

中文翻译：

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衡量消费者的对话如何显示广告效果

摘要产生“嗡嗡声”是许多超级碗广告商的营销目标，但“嗡嗡声”作为运动目标不应局限于超级碗之类的大型活动。这应该是所有广告的主要目标。15年前，研究人员估计口碑效应（WOM）可以通过“涟漪效应”使广告的价值增加三倍（Hogan，Lemon和Libai，2004年）。当前的研究证实了WOM与广告成功之间存在密切而宝贵的关系这一理论，并且进一步检验了该关系是使其成为竞选目标的原因，也是衡量广告效果的关键部分。