Download JAR Article: How Measuring Consumer Conversations Can Reveal Advertising Performance

Get your Complimentary Journal of Advertising Research Article

What is the relationship between word-of-mouth (WoM) and advertising success? Why is WoM a necessary campaign objective and a key part of the measurement of advertisement performance? Find out in this Journal of Advertising Research article, authored by Engagement Labs' Brad Fay, Ed Keller and Rick Larkin.

Download this article to learn:

• How 25 percent of advertising’s impact involves the stimulation of conversations
• Why conversation uplift is an important supplement to more traditional forms of advertising effectiveness
• Why marketers should think holistically about conversations