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Measuring awareness, do we measure advertising effects?

Date of publication: June 15, 1984

Catalogue: EMAC/ESOMAR Symposium 1984: Methodological Advanced In Marketing Research In Theory And Practice

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Authors: Lynn Y.S. Lin, Patrick G. M. Standen

Abstract:

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.

Lynn Y.S. Lin

Author

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Patrick G. M. Standen

Author

This is a long description of some author details.

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Citation

Lin and Standen (1984a, June 15). Measuring awareness, do we measure advertising effects?. ANA - ESOMAR. Retrieved April 19, 2024, from


https://ana.esomar.org/documents/the-end-of-dinosaur-advertising-measuring-brand-effects-today