What we know about brand and advertising awareness

This article examines and provides guidance for marketers attempting to understand awareness, covering approaches, definitions and key insights.

Measuring awareness of a brand and/or its advertising presence is one step towards a measure of campaign effectiveness. However, it is important to distinguish between spontaneous and prompted measures in order to make specific decisions around media strategy (channel, frequency, reach) and creative quality. Precise use of awareness measures can also inform calculations of brand value and the contribution of marketing to overall financial performance.


Brand awareness measurement has three distinct but related approaches: top of mind, spontaneous and aided recall. Top of mind awareness relates to the first brand recalled in response to the product category cue. This...

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