Response: Modelling Advertising Awareness

Reply to paper by Feldwick, Cook and Carter (which won the Best Paper Award at the MRS Conference 1991, qv), which commented critically on the Millward Brown Awareness Index.
  

Response: Modelling Advertising Awareness

Gordon Brown  Millward Brown

INTRODUCTION

The paper by Feldwick, Cook and Carter is an unusual one for this publication because, rather than setting down a specific intellectual advance, it consists of a series of reservations about one particular technique. This is perfectly reasonable, as the ‘Awareness Index’ is very widely used in the UK, but it makes the paper difficult to reply to — for although it is easy to set down a whole series of questions, it is rather more difficult to answer them all in a concise way.

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