Digging Deeper Down into the Empirical Generalization of Brand Recall: Adding Owned and Earned Media to Paid-Media Touchpoints
Frank Harrison
ZenithOptimedia
Management slant
- Users of brands have a higher propensity to recall seeing/hearing the brands that they use than non-users (other category buyers) of those brands across all paid, owned, and earned touchpoints. Though, on average, brand user recall is 1.7 times higher than non-user recall (the user multiplier), there is variance in the user multiplier by product category, brand size, market maturity, and ...