Modelling advertising awareness
Gordon Brown
Does ad awareness signal effectiveness? and if so, how should we track it? The Millward Brown's highly-regarded Awareness Index has taken some professional flak recently. Here's the MB side of the coin.
This is a reply to a paper to a paper by Paul Feldwick, Louise Cook and Sarah Carter in the March edition of ADMAP (1). Their core point was that, having reproduced the Millward Brown model from published formulae, they found the awareness index could not be determined with perfect accuracy. But they made a wide range of other points as well, and...