RT Journal Article
SR Electronic
T1 Do You Model Ad Awareness or Advertising Awareness?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 32
OP 36
DO 10.2501/JAR-40-5-32-36
VO 40
IS 5
A1 Max Sutherland
A1 Larry Friedman
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/5/32.abstract
AB The author draws the important distinction between advertising awareness (as elicited by the question ‘Have you seen any advertising for x recently?’) - which is a measure of perceived presence - and ad awareness (e.g. recall of a specific advertisement). This distinction is particularly important when modelling campaign effects and tracking that draws inferences about particular advertisements.