The relation between ad spend and buzz

Do ads create buzz or merely hitch a ride?

Max Kalehoff points to a study showing the link between the amount of ad dollars spent on a campaign and the amount of buzz it generates. (the press release) So… does ad spending create buzz? As statisticians might ask, is this causation or correlation?

Far be it from me even to question the power of advertising. But… if you’re going to lavish ad dollars on a campaign, won’t you pick one that pulsates with buzzy potential?

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