Available versus unavailable consumers

Firms will often have the goal of increasing market share. Increased market share is primarily delivered through winning a greater proportion of the market’s business. In particular, one or more of the following situations must occur for a firm/brand to increase its market share:A greater proportion of consumers decide to purchase the brandThe brand wins …

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Advertising awareness and recall metrics

Advertising awareness metricsIn addition to measuring brand awareness, firms will often look to measure advertising awareness through a similar/same survey of the target market. This would be an extension of the questionnaire discussed in the article on brand awareness metrics.There are four main advertising awareness metrics that can be measured through a questionnaire, namely;unprompted advertising …

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