research Archives - THE Marketing Study Guide

Advertising awareness and recall metrics

Advertising awareness metrics

In 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 … Read more...

Brand awareness metrics

Brand awareness: often the first marketing communications goal

Brand awareness is fundamental to success in the marketplace; if consumers are unaware of the brand they are unlikely to become customers. This is why the first goal in a marketing communications … Read more...