Card 90 / 204: Measuring ROI on word-of-mouth advertising is challenging. How can advertisers determine whether their dollars spent in generating this type of exposure is effective?
A) There are no effective ways of measuring word-of-mouth.
B) Advertisers can use the Nielsen's Buzz Metrics, which uses Internet tools to follow and measure the effectiveness of word-of-mouth.
C) Word-of-mouth has not proven to be an effective method of generating awareness, so there is no need to attempt measurement.
D) Advertisers can use the services of TRA, which combines the results from cable boxes with consumer purchase information.
E) Advertisers can use the services of Integrated Media measurement, which uses information gathered via cell phones.

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