The Relationship Between Awareness Tracking and Media Investments
Jarle O ThalbergCarat Media & Research Norway
BACKGROUND
Carat has long been considering advertising awareness as a useful way of measuring the effect of a TV campaign, and advertising awareness is also used in a model (CRAMTM Carat Research Awareness Model) in order to optimize mediaplans. There has also been done research on other medias. The problem one runs into is that there are not good data on how a campaign is building reach and frequency when going beyond TV.
In Norway we have been doing awareness...