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| Tekijä: | Hogan, J.E. Lemon, K.N. Libai, B. |
| Otsikko: | Quantifying the ripple: Word-of-mouth and advertising effectiveness |
| Lehti: | Journal of Advertising Research
2004 : SEP/OCT, VOL 44:3, p. 271-280 |
| Asiasana: | Advertising Effectiveness Advertising campaigns Advertising media Planning Marketing Sales promotion |
| Kieli: | eng |
| Tiivistelmä: | This article demonstrates how a customer lifetime value (hereafter as: c-l-v.) approach can provide a better assessment of advertising (here as: a-ting.) effectiveness taking into account post-purchase behaviours such as word-of-mouth (here as: w-of-m). Although for many advertisers w-of-m. is viewed as an alternative to a-ting., it is shown to be possible to quantify the way in which w-of-m. often complements and extends a-ting's effects. A simple approach to the measurement of post-purchase w-of-m. sales effects is provided. It is demonstrated how firms may be underestimating a-ting. effectiveness by ignoring such effects. This study's approach illustrates how c-l-v. models can provide an important tool to assess the long-term effects of a-ting. campaigns. |
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