Ipsos Encyclopedia - Awareness

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This is the first step in the contact with a new idea, product, or service in which the consumer (or client) has 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 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 industrial marketing.

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

• Spontaneous Awareness (or Unaided), defined as a measure of how many respondents – expressed 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 parts of the business. 

Useful to Know

Awareness is generated through TV advertising, on-shelf packaging, billboards, newspapers, magazines, cinema, internet, word or mouth, social network etc.

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