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For Marketing & Advertising Professionals

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April 27, 2006

Viral Marketing Gives The Ad Backlash A Break

Consumer Buy-In Shows Marketers The Path To Improving Ad Effectiveness

by Michèle Bouquet, Jaap Favier

with Paul Jackson

This is an excerpt

Executive Summary

UK consumers are getting more annoyed with advertising, but less so with viral marketing. And consumers who like to exchange viral messages also have a higher appreciation of advertising in general. Marketers can improve general ad campaign targeting and results by "preseeding" it with a viral campaign.

This is an excerpt

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RESEARCH CATEGORIES

Technology

Marketing & Advertising, Interactive Marketing, Emerging Marketing Channels, Brand Tactics, Brand Strategy

Geography

Asia Pacific, Europe, North America