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| Author: | Hughes, M. |
| Title: | Brands, buzz and business |
| Journal: | Admap
2004 : VOL. 39:1, p. 15-17 |
| Index terms: | Advertising Brands Effectiveness Media coverage |
| Freeterms: | word of mouth |
| Language: | eng |
| Abstract: | Mark Hughes from Buzzmarketing.com explains in the article why media coverage is so essential in advertising. He shows how media coverage and talkability can multiply ad effectiveness and introduces MIRP (Media Impressions beyond Rating Points)as a good working tool. |
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