AP Senior Vice President, Maggie Merklin, will discuss the relationship between TV campaign effectiveness and branded word of mouth
On October 21, 2015, Maggie Merklin will speak alongside Brad Fay of The Keller Fay Group at the Wharton Future of Advertising Annual Meeting. The pair will present findings regarding the role of branded Word-of-Mouth and successful TV advertising campaigns. The focus will be understanding what, if any relationship, exists between the two channels. Newfound research and insights into WOM have demonstrated its influence on consumer sales, resulting in a burgeoning interest in WOM's capabilities and the need to understand how it works.
Established in 2008 as part of the SEI Center for Advanced Studies in Management, the Wharton Future of Advertising Program is the world’s preeminent center bridging leading academics, executives, entrepreneurs, and students for deeper insights, bolder innovation, and broader positive personal, organizational, and societal impact of advertising and marketing.