American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

What makes word-of-mouth (WOM) more effective than traditional advertising?

1. Ads don't have the same viral potential as WOM

2. Ads don't measurably change attitudes toward brands

3. People trust their friends more than ads

4. Many people share information selectively

The correct answer is: Many people share information selectively

The effectiveness of word-of-mouth (WOM) compared to traditional advertising is primarily attributed to the trust factor associated with personal recommendations. When individuals share information or experiences about a product or service, they typically do so out of genuine belief in its value. This authenticity and personal connection foster trust, making people more likely to consider such recommendations as reliable. Trust in personal connections is a key component influencing consumer decisions. While traditional advertising can often feel impersonal or self-serving, WOM is perceived as more credible due to its roots in individual experiences. People are inclined to value opinions from friends, family, or acquaintances over those found in advertisements, which can come across as biased or manipulative. Therefore, the core reason for WOM's effectiveness lies in its ability to build trust and community among consumers, leading to stronger engagement and higher conversion rates. Other options, while they touch on relevant aspects of advertising and WOM, do not capture this trust relationship central to why WOM is often more persuasive than traditional ads. For instance, while it's true that ads can demonstrate viral potential, the fundamental reason for WOM's advantage is the trust factor. Similarly, while it's correct that advertising can measure different metrics of effectiveness, the qualitative nature of WOM in fostering trust and credibility is far more