The Link Between TV Ad Awareness and Sales. New Evidence from Sales Response Modelling
Nigel HollisMillward Brown International.
INTRODUCTION
Millward Brown has conducted continuous tracking studies in the UK for many years. A key objective of these studies is to provide information to help advertising decision makers understand whether their advertising is working to benefit their brand, or not. As the reader may be aware, each study includes questions designed to monitor brand health, and questions designed to measure the awareness and recall of the advertising itself. There is little doubt that the combination makes a...