Which is the better measure: ad awareness or ad recognition?
Andrew GreenZenithOptimedia
BACKGROUND
Increasing advertising clutter is a worldwide phenomenon, as is massive growth in the number of brand, product and media choices available to consumers. To take just an extreme example, in the United States as much as a quarter of all daytime television content can consist of commercials or programme promotions.
The obvious difficulty for any marketer trying to get his message across in this sort of environment is that most people do most things at a relatively low-attention level. Nature, as Erik du Plessis has argued,...