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

Andrew Green

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 decline1 has been noted in US studies of television advertising from the 1960s to the 1990s. From polling viewers immediately following a commercial break, it was found that while, in 1965, 40% could remember at least one commercial, this had shrunk to just 16% by 1990.

Accountability and Return On Investment (ROI) are central to the role of marketing today. Given the challenges of connecting...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands