The influences of brand usage on response to advertising awareness measures

Jenni Romaniuk and Samuel Wight

While there are many measures of advertising awareness, there are few guidelines about which of these a researcher should select.

The influences of brand usage on response to advertising awareness measures

Jenni Romaniuk and Samuel WightEhrenberg-Bass Institute for Marketing Science, University of South Australia

INTRODUCTION

To gain insight into the effectiveness of past marketing activities,...

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