Summary of Awareness Measures and Examples of Questioning Techniques
| Awareness Measure | Cuing Material | Example Question |
|---|---|---|
| Top of Mind | Category | “Which toothpaste brands have you recently seen advertising for?” (Only first response counted) |
| Unprompted | Category | “Which toothpaste brands have you recently seen advertising for?” (All responses counted) |
| Brand Prompted | Category + Brand | “Can you remember seeing toothpaste advertising for Brand X?” |
| Brand + Media Prompted | Category + Brand + Media | “Have you seen toothpaste advertising on TV for Brand X?” |
| Execution Prompted | Category + unbranded Execution (Visual or verbal) | “Have you seen this toothpaste advertising?” “Have you seen the toothpaste advertising where the family are in the bathroom…?” |
| Execution + Media Prompted | Category + unbranded Execution + Media (Visual or verbal) | “Have you seen this toothpaste advertising on TV?” “Have you seen the toothpaste advertising on TV where the family are in the bathroom…?” |