Ipsos Encyclopedia - Awareness

This is the first step in the contact with a new idea, product or service in which the consumer (or client) have already received information about the existence of an innovation, but a formal and complete opinion has not been created yet.

Definition

This is the first step in the contact with a new idea, product or service in which the consumer (or client) have already received information about the existence of an innovation, but a formal and complete opinion has not been created yet. Expressed in a percentage, for instance Brand Awareness, is the range to which a brand is associated with a particular product or service.

Awareness is a cognitive process that leads to a purchase decision and, in that sense, combined with Trial and Repeat. It is the initial stage towards adopting a product. It is also a key piece of the brand identity, revealing how well the consumer or client is identifying the brand in different instances: Spontaneous, Prompted or Aided Awareness and also Brand Recall – the consumer's ability to save the brand in their memory.

To generate and build Awareness is a very relevant factor for all types of products and services in the industrial marketing.

Additionally, there are more specific terms related to the awareness, as previously referred to:

  • Spontaneous Awareness (or Unaided) defined as a measure of how many respondents – expresses in a percentage - can quote a brand name without any assistance. The 1st mentioned of Spontaneous Awareness is called Top of Mind (TOM).

  • Prompted (or Aided) Awareness, the percentage of respondents who claim to have seen something (e.g. a brand or an advertisement) after having been shown some form of stimulus.

Awareness is a basic and generic term that is widely used by all the WSBLs.

Media & Brand Communication