Measuring advertising’s effect on mental availability

This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics.

Introduction

Current advertising effectiveness measures, such as advertising awareness and brand perception, are suitable for identifying traces of a brand's advertising in consumer memory and growth or decline in brand perceptions following advertising activity (Brown, 1985; McDonald, 2000; Romaniuk, 2013a). However, such measures are not suitable in assessing the effect of a brand's advertising on a brand's mental availability (Romaniuk, 2013b).

Mental availabilityis defined as the propensity of a brand to be noticed or come to mind for individuals in buying or consumption situations (Romaniuk, 2013b, Sharp, 2010). In past literature, this concept is commonly referred to as...

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