A recent report by Nielsen shows a strong correlation between online buzz and buying online ads, reports MediaWeek.

The new report comes from two Nielsen divisions, BuzzMetrics and BASES, the company's research operation.

It finds that paid campaigns and word-of-mouth management need to be more closely integrated and managed as a single entity. The best indicator a campaign or product will generate an online discussion, Nielsen says, is a sizable ad buy.

While that might be the most closely related factor, the report also admits some brands are just more naturally "buzzable." Over-the-counter drugs, for instance, accounted for a good portion of online mentions, likely because of the highly personal nature of the product.

The report says manufactures should work harder on creating buzz-worthy products.

MarketingCharts has more data from the study.