search query: @author Carter, S. / total: 12
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| Author: | Feldwick, P. Carter, S. Cook, L. |
| Title: | How valuable is the Awareness Index? |
| Journal: | Journal of the Market Research Society
1991 : JUL, VOL. 33:3, p. 179-195 |
| Index terms: | ADVERTISING EFFECTIVENESS MEASUREMENT INDEX NUMBERS |
| Language: | eng |
| Abstract: | The Awareness Index /AI/ is being used as some sort of "magic number" which can indicate the effectiveness of an advertisement. It is described how AI originated and how it is derived. Mathematical form of AI is presented, the structure of the model and its strengths and weaknesses are discussed, the effects of changing some of the assumptions are investigated. The question whether high AI equals effectiveness is analysed. It is recommended that tracking study data should be interpreted as a whole, and with due regard to their limitations and their own subjective elements, not simply to generate an isolated figure. |
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