Advertising awareness

Advertising awareness - A reminder of the advertising impact. A distinction is made between general and media-specific awareness.

The general advertising awareness value is the percentage of the interviewed target persons who state that they have recently noticed advertisements for the brand under consideration. The media-specific advertising awareness results from the assignment of the advertising reminders to the media. All respondents who have noticed advertising for a certain brand based on their answers must name at least one medium as the source of their advertising recall in the second question.

The media-specific advertising awareness value is the percentage of people who state that they have recently noticed advertising in a particular medium for the brand being viewed.

The advertising awareness is a sensitive indicator of the advertising pressure and the perception of advertising campaigns by the target persons.

Die Ergebnisse der Werbe-Awareness consequences den monatlichen Advertising expenses im Allgemeinen ziemlich genau. Es besteht also eine relativ hohe Korrelation der Werbe-Awareess mit den im Untersuchungszeitraum getätigten Werbeaufwendungen. Zeigen sich keine eindeutigen Zusammenhänge zwischen Werbe-Awareness und der Werbeaufwandskurve, können dafür bestimmte Schwächen der Kampagne verantwortlich sein, z. B. Wear-out-Effekte, d. h. Abnutzungserscheinungen einer Kampagne.

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