How valuable is the 'Awareness Index'?

Paul Feldwick, Louise Cook and Sarah Carter

Millward Brown's `Advertising Awareness Index' has gripped the imagination of advertisers. As a `simple figure', ad awareness seems to equate to a measure of advertising effectiveness, and has come to be used as a go/no go tool in ways not perhaps foreseen by its creators.

Ad effectiveness and Ad awareness

The 'simple figure'- but how valuable is the 'Awareness Index'?

Paul Feldwick, Louise Cook and Sarah Carter

Millward Brown's advertising Awareness Index has ' ...gripped the imagination of both advertisers and agencies as a simple figure... a measure of advertising effectiveness.' But what does it mean? and how should it be used?

Recent years have seen a great increase in the popularity of tracking studies - continuous monitors of brand and advertising awareness and image measures. The leading supplier in this market has undoubtedly have been Millward Brown, who, to their credit, have made...

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