Word of mouth ppt

Word of mouth advocacy and conversations about brands sparked by advertising are increasingly important drivers of sales and advertising effectiveness. Research shows that most brand conversations occur offline between friends and family, and that positive word of mouth from these conversations strongly influences purchase decisions. Advertisers are designing campaigns to spark conversations that create brand awareness and persuasion, with some finding that over 10% of their sales are directly attributed to word of mouth generated by their ads. Research also indicates that 20% of word of mouth discussions reference paid advertising, and these advertising-influenced conversations are more likely to involve product recommendations.