The influences of brand usage on response to advertising awareness measures

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


To gain insight into the effectiveness of past marketing activities, marketers use intermediate measures such as brand and advertising awareness, perceptions and attitudes. However, the usefulness of such intermediate measures is determined by our ability to interpret them appropriately. Based on decades of research, a doctor taking someone's blood pressure considers contextual factors such as age, gender and pregnancy when assessing if their blood pressure is normal or requires action to address....

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