THINKing

Buy Buy Buzz

I love good, smart advertising. Because my background is in PR, people often don’t believe that. But it is true. There is a right time to advertise. I believe you build a brand with PR, but you support the brand with advertising. According to OPA Intelligence Report:

While there has been a lot of hype around word-of-mouth and viral marketing, Nielsen BuzzMetrics tracked the launch campaigns of 80 consumer packaged goods (CPG) and found that the bigger the advertising budget for a product, the more buzz it would build on blogs. The products that had the top 10% of buzz spent $20 million on average for their launch, while the next 40% of buzz-generating products spent $15 million on average, and the bottom 50% spent only $5 million. Also, BuzzMetrics found that over-the-counter drug brands as well as “edgy” brands generated more buzz. “[The study] confirms the inextricable link between traditional marketing strategies and word-of-mouth, or buzz,” said BuzzMetrics exec Max Kalehoff. “The fact is that traditional media strategies are not dead, and buzz tactics can’t necessarily live on their own in a vacuum.”

Read more about it:

MediaPost Publications – Marketers Can Buy Buzz – 07/20/2007

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