If my ad awareness goes up, will my sales increase too?

This paper outlines the relationship between brand awareness and sales. Given the growing importance of ROI in modern marketing, increased brand awareness is often linked to increased sales, but in reality this need not necessarily be the case.

If my ad awareness goes up, will my sales increase too?

Andrew GreenZenithOptimedia

As the number of brands and advertisements competing for consumers' attention has grown, advertising recall scores have fallen. This decline1has been noted in US studies...