1. Integrating Word of Mouth into the Advertising Mix November 2008 Louise Rijk Vice-President Marketing and Sales Advanced Media Productions, Inc. www.AdvMediaProductions.com

3. Word of Mouth Marketing What is Word of Mouth (WOM)? Word of Mouth is the act of consumers providing honest information to other consumers Word of Mouth is driven by “influencers” with large social networks who are inspired to talk positively about a brand, product or service Organic WOM – Occurs naturally when people become advocates because they are happy with a product or service Amplified WOM – When marketers launch campaigns to accelerate organic WOM (WOMM) www.AdvMediaProductions.com

5. Word of Mouth Marketing The Rising Influence of Word of Mouth Fragmentation of Media Consumption, More Consumer Control over Media, Declining Consumer Trust, New Internet Technologies www.AdvMediaProductions.com

6. Word of Mouth Marketing © 2008 Advanced Media Productions, Inc. www.AdvMediaProductions.com The Return of Conversation in the Social Order

7. Word of Mouth Marketing www.AdvMediaProductions.com Big Brands and Word of Mouth

8. Word of Mouth Marketing www.AdvMediaProductions.com WOM and Advertising are Working Together

9. Word of Mouth Marketing www.AdvMediaProductions.com Marketing/Advertising-driven Word of Mouth Source: Keller Fay TalkTrack ™

10. Word of Mouth Marketing Source: Keller Fay TalkTrack ™ www.AdvMediaProductions.com Organic WOM is Most Effective People on the “receiving side” of WOM are more impressed by advice give by a true user of a brand

11. Word of Mouth Marketing www.AdvMediaProductions.com People are More Inclined to Recommend After Exposure to Marketing/Advertising Source: Keller Fay TalkTrack ™

12. www.AdvMediaProductions.com Word of Mouth Marketing Integrated WOMM and Advertising Campaign

13. www.AdvMediaProductions.com Word of Mouth Marketing Integrated WOMM and Advertising Campaign

14. www.AdvMediaProductions.com www.AdvMediaProductions.com Word of Mouth Marketing Thank You!