Measuring awareness, do we measure advertising effects?


This paper describes the use of awareness tracking data to monitor differences in commercial quality and increases in brand awareness in time. It describes the relationships between awareness variations due to advertising spending and the quality of commercials with in-market results. Case studies show how awareness growth can affect brand penetration so that faster awareness generation can produce faster penetration. This would lead to greater sales volume over a given time period.

  • PDF
  • This could also be of interest