Non-awareness and non-usage


In this paper, we report some empirical findings concerning the relation between a sales-type variable such as brand usage and a communication variable. In trying to measure communication, people use a variety of different variables. We consider here one variable which is often used, for which much data exist, and which is somewhat controversial. It is "spontaneous brand awareness". This gives the proportion of people who say Brand X or Y or Z, etc. when asked to name the brands of which they are aware but are given no specific prompt or recall aid except a brief description of the product field. The purpose of such a service is to provide a more or less continuous basis of information to assist in the planning and assessment of marketing and promotional action.

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