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...