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Measuring effective .

Publication: Brand Strategy
Publication Date: 01-MAR-04 		Format: Online - approximately 824 words
Delivery: Immediate Online Access
Full Article Title: Measuring effective .(Research)

Article Excerpt
Measuring ad awareness in the financial sector is often biased according to the status of the target audience. Subsequent ad effectiveness can be undermined by a superficial interpretation of the results.

Customers of any given institution are significantly more likely to recall advertising for that institution than are non-customers. Only 15% of respondents recalled seeing advertising for Abbey, but when we look specifically among Abbey customers, that rises to 50%. Among Lloyds TSB customers, only 10% recall seeing Abbey advertising. While unaided ad awareness is a common measure, and one which marketers like to have, it is at best unreliable.

The ad's target market is split into four types: committed and uncommitted customers, open and unavailable non-customers....

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