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Definition

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]

Purpose

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

Construction

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

References

  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. <http://www.amazon.com/Marketing-Metrics-Definitive-Measuring-Performance/dp/0137058292>

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