How can you activate word of mouth advertising, one of the most powerful tools in advertising today? Read branding and marketing company Millward Brown's Point of View.

Excerpt:

Spurred on by the realization that no advertising can match the impact of an unsolicited testimonial, marketers around the world are seeking ways to leverage the power of word of mouth. But if they go too far in trying to manipulate this form of communication, they risk not only negating its benefit but turning it against their brand. So how can the power of personal recommendation be managed effectively for brand-building?

In terms of influencing purchase, we believe the power of a given piece of word of mouth is directly related to three factors:

1. The proximity of the purchase decision

2. The purchaser’s need for advice

3. The perceived reliability of the source