APPENDIXIn this Appendix we address the ways that ad awareness questions can be
asked and clarify some of the confusion that abounds about exactly what
is being measured. It provides an understanding of how different ways of
asking the question may result in different figures. It explains why that is
and indicates which questions are best for your purpose.
How to prompt ad
What is the cue?Every ad awareness question has a prompt or what is more technically called
a cue. Sometimes, people mistakenly use the term unprompted ad awareness.
There is no such thing! There always has to be some kind of prompt in a
question to tell people what it is you want them to try to remember. It
would be absurd simply to ask 'Do you remember?' Remember what?You have to tell them something about what it is you want them to
remember. You have to prompt them with some kind of a retrieval cue. So
the issue is not whether you use a cue but exactly which cue you use.
Should you use:
|• ||the ad execution,|
|• ||the brand, or|
|• ||the category?|
Questia, a part of Gale, Cengage Learning. www.questia.com
Book title: Advertising and the Mind of the Consumer:What Works, What Doesn't, and Why.
Contributors: Max Sutherland - Author, Alice K. Sylvester - Author.
Publisher: Allen & Unwin.
Place of publication: St. Leonards, N.S.W..
Publication year: 2000.
Page number: 291.
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