通过口碑传播广告

IF 2.4 4区管理学 Q3 BUSINESS

International Journal of Market Research Pub Date : 2023-10-27 DOI:10.1177/14707853231209898

Robert East

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引用次数: 0

摘要

广告的部分销售效果是通过口碑传播产生的。本文考虑了这种传播规模的证据，并提出了一个论点，即当一个类别缺乏精确的形式，当一个广告缺乏可以直接在口碑中使用的内容时，将广告效果传递到口碑的障碍可能会发生。将广告信息传输到口碑应该是那些创建广告文案的人的目标，这种传输应该在广告预测试中进行测量。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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The Transmission of Advertising by Word of Mouth

Part of the sales effect of advertising arises through its transmission into word of mouth (WOM). Evidence on the scale of this transmission is considered and an argument is made that barriers to the carryover of ad effect into WOM may operate when a category lacks a precise form and when an ad lacks content that can be used directly in WOM. The transmission of the ad message into WOM should be an objective of those creating ad copy and this transmission should be measured in ad pretests.

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来源期刊

International Journal of Market Research BUSINESS-

CiteScore

6.00

自引率

6.70%

发文量

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