Word of Mouth Outweighs Advertising


For consumers in the market for an electronics or automotive purchase, the most influential media isn't TV or the newspaper, according to a recent survey. It is old-fashioned (but newly popular) word of mouth. BIGresearch found that 42.6% of respondents cited word of mouth as influential in their electronics purchasing decisions, topping articles (34.1%), TV broadcasts (32.3%) and newspaper inserts (32%). A similar percentage cited word of mouth as important in automotive purchasing. The bottom line for marketers may be that word of mouth is far less manageable than conventional ad-supported media, but may also be more effective.

Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Director of Account Management
New York, NY
Digital Ad Operations Trafficker
A+E Networks
New York, NY
Mobile App Acquisition Manager
Publishers Clearing House
New York City & Port Washington, NY
Senior Product Manager - Mobile
Publishers Clearing House
New York, NY
Interactive Sales Account Executive
Comcast Spotlight
Houston, TX