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.