PT  - JOURNAL ARTICLE
AU  - Sutherland, Max
AU  - Friedman, Larry
TI  - Do You Model <em>Ad</em> Awareness or Advertis<em>ing</em> Awareness?
AID  - 10.2501/JAR-40-5-32-36
DP  - 2000 Sep 01
TA  - Journal of Advertising Research
PG  - 32--36
VI  - 40
IP  - 5
4099  - http://www.journalofadvertisingresearch.com/content/40/5/32.short
4100  - http://www.journalofadvertisingresearch.com/content/40/5/32.full
SO  - J Advert Res2000 Sep 01; 40
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.