Study: TV ads are the top force behind WOMM

03/20/2013 | Drum (Glasgow, Scotland), The

Television advertising generates 51% of brands' word-of-mouth marketing, according to research commissioned by consulting firms Data2Decisions and Thinkbox. The study involving 36 brands also found that TV ads are the most effective medium when it comes to sustaining word-of-mouth marketing. "This research has revealed for the first time what actually stimulates people's brand conversations and it is clear that investment in advertising -- and especially TV -- is key to getting people to talk about your brand positively," Thinkbox research and planning director Neil Mortensen said.

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Drum (Glasgow, Scotland), The

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