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Definition

Top of mind awareness (or TOMA) is defined as the first brand that comes to mind when a customer is asked an unprompted question about a category. The percentage of customers for whom a given brand is top of mind can be measured. In a survey of nearly 200 senior marketing managers, 50% responded that they found the "top of mind" metric very useful.[1]

Purpose

Top of mind awareness is a way to measure how well brands rank in the minds of consumers (i.e., the salience of the brand).

Construction

Top of mind or TOMA is the percentage of respondents who, without prompting, name a specific brand or product first when asked about a general product category.

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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