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.