Do You Model Ad Awareness or Advertising Awareness?

Larry Friedman and Max Sutherland

The author draws the important distinction between advertising awareness (as elicited by the question 'Have you seen any advertising for x recently?') - which is a measure of perceived presence - and ad awareness (e.g.

Do You Model Ad Awareness or Advertising Awareness?

Max SutherlandandLarry Friedman

MODELING ADVERTISING AWARENESS essentially means attempting to establish a mathematical relationship between the level of awareness and the amount of advertising weight.

WHAT IS BEING MODELED?

The usual objective of fitting a model to awareness data, as shown in Figure 1, is to use it to predict, for any planned media schedule, what the level of awareness will be.

All too often, we hear the terms 'ad awareness' and 'advertising awareness' used...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands