Which is the better measure: ad awareness or ad recognition?

This paper discusses the various ways that have been used over the years to measure the impact advertising has on consumers, ranging from tracking peoples' awareness and/or recognition of advertising and brands, via more in-depth probes about how people feel about them, right up to the latest neuroscientific approaches being pioneered.

Which is the better measure: ad awareness or ad recognition?

Andrew GreenZenithOptimedia

BACKGROUND

Increasing advertising clutter is a worldwide phenomenon, as is massive growth in the number of brand, product and media choices available to consumers. To...