Word-of-mouth can grow with ad spend

07/17/2007 | Mediaweek

Nielsen BuzzMetrics and Nielsen's BASES research division show that traditional advertising and online word-of-mouth are very closely connected. After analyzing 80 consumer packaged goods brands launched in 2005 and 2006, Nielsen found that the top 10% of products with the most buzz spent on average about four times as much on advertising than those in the bottom 50%.

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