Can Brand Users Really Remember Advertising More Than Nonusers? Testing an Empirical Generalization across Six Advertising Awareness Measures

Past research shows that advertising awareness is systematically higher among a brand's users than nonusers.

Can Brand Users Really Remember Advertising More Than Nonusers? Testing an Empirical Generalization across Six Advertising Awareness Measures

Kelly Vaughan, Virginia Beal and Jenni Romaniuk

Ehrenberg-Bass Institute for Marketing Science

MANAGEMENT SLANT

  • Brand users systematically remember advertising more than nonbrand users do.
  • This bias is irrespective of whether the brand is present or absent in the advertising awareness question.
  • To avoid biases from brand size or media audiences confounding awareness scores at the aggregate level, advertisers should examine brand users and nonusers separately.
  • If a brand's strategy is to grow by attracting new customers, then advertising...

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