The influences of brand usage on response to advertising awareness measures

While there are many measures of advertising awareness, there are few guidelines about which of these a researcher should select.

The influences of brand usage on response to advertising awareness measures

Jenni Romaniuk and Samuel WightEhrenberg-Bass Institute for Marketing Science, University of South Australia

INTRODUCTION

To gain insight into the effectiveness of past marketing activities, marketers use intermediate measures such as brand and advertising awareness, perceptions and attitudes. However, the usefulness of such intermediate measures is determined by our ability to interpret them appropriately. Based on decades of research, a doctor taking someone's blood pressure considers contextual factors such as age, gender and pregnancy when assessing if their blood pressure is normal or requires action to address....

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