Advertisements have less of an impact on corporate reputation than social media or news stories, according to previously unreleased statistics from the 2012 edition of the Harris Interactive Reputational Quotient study.
Harris Interactive, working with Gibbs & Soell, asked consumers about companies with “good,” “excellent,” or “rehabilitating” reputations late last year, examining their recall of company websites, media mentions, social media, word of mouth, and advertisements over the last year.
The firm found that advertising did ...