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...