What are the different tools available for measuring media mentions and word-of-mouth for widespread, offline campaigns? Explain your answer in detail

Question

What will be an ideal response?

Answer 1

In order to monitor media mentions for widespread campaigns, most firms turn to media monitoring services to provide both media monitoring and analysis. Monitoring services typically just identify and catalog the medium and date of coverage and provide some basic detail on the scope of coverage. Analysis runs much deeper than simply monitoring, although the type of analysis depends on the objectives of the firm conducting MPR. For example, BurrellesLuce's media measuring service can report on editorial tone, the delivery of key messages, the prominence of the mention, the type of story, whether the mention included views of a spokesperson, the importance of the reporter, and whether the coverage included a photo or other graphic. Measuring word-of-mouth is more difficult, but for offline campaigns, marketers can build in monitoring mechanisms to gauge the efficacy of their WOM program. For example, firms have employed their customer relationship management (CRM) systems to track whether new customers found out about the firm, its brands, or products through WOM or were influenced by it in some way. This form of monitoring takes place at the point of purchase or when a potential customer inquires about a product. Firms can also employ referral or "tell-a-friend" programs, which enlist existing customers to get someone they know to try a certain product by giving them a coupon. The firm can then estimate WOM by monitoring coupon redemptions. Companies can also quantify word-of-mouth by conducting surveys. Surveys can include polling existing customers to determine how they first encountered the product and questioning a statistically significant sample of the target audience to see if they have been exposed to WOM relative to the product.