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Tag: research

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...

Author Geoff Fripp/Posted on /Categories Marketing Research, Metrics, Promotion - AdvertisingTags advertising, research

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...

Author Geoff Fripp/Posted on /Categories Marketing Research, Metrics, Promotion - AdvertisingTags advertising, brand, research

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Welcome to the Marketing Study Guide

This free study guide has been prepared to meet the information needs of university-level marketing students throughout the world. This study guide is a comprehensive discussion (along with many examples) of the key aspects of marketing as covered across various textbooks and study programs


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