Universal McCann: Yes, You Can Plan for Word-of-Mouth - Graeme Hutton - MediaBizBloggers

Like it or not, just because a brand has great word-of-mouth, doesn't mean it's safe to spend less on advertising. The evidence we have gathered at UM implies that far from being dissonant sources of consumer awareness and information, advertising and word-of-mouth can be shown to have a powerful symbiotic relationship.