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The Guardian - UK
The Guardian - UK
Business
Roy Greenslade

Word-of-mouth is good for advertising

One of the world's leading advertising buyers is telling its clients to change their approach to campaigns by persuading consumers to talk about products, either in conversations or online. Word-of-mouth has long played a vital role in increasing sales, but it was hard to measure. Now Starcom Mediavest believes Talktrack data can measure the effects of different forms of advertising. Its first discovery? Talk is very important. Amazing! (Via Companies news – Media and internet – FT.com)

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