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Ad awareness is defined as the percentage of target customers or accounts who demonstrate awareness (aided or unaided) of a brand's advertising. This metric can be campaign-or media-specific, or it can cover all advertising.[1]


One measure of advertising effects may indicate "stopping power" of ads.


Ad Awareness (%) = Percentage of total population that is aware of a brand's advertising.


  1. ^ Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition). Upper Saddle River, New Jersey: Pearson Education, Inc. <>

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