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1、1Management Perceptions of the Importance of Brand Awareness as an Indication of Advertising EffectivenessEmma Macdonald and Byron SharpIn 1987 Resister and Percy wrote “Brand awareness is widely misunderstood and often wrongly measured, even by experienced managers”. Yet brand awareness is covered
2、in most texts on advertising measurement, it is a central part of the popular hierarchy of effects advertising model, and marketing managers claim it as an important goal of their communications activities (Kelly 1991). This paper discusses recent theoretical developments which attempt to explain th
3、e role which brand awareness plays and then presents empirical findings concerning how Australian managers utilizes brand awareness as a measure of marketing and advertising effectiveness.Keywords: Brand AwarenessThe Role of Brand AwarenessResister and Percy (1987) describe brand awareness as being
4、essential for the communications process to occur as it precedes all other steps in the process. Without brand awareness occurring, no other communication effects can occur. For a consumer to buy a brand they must first be made aware of it. Brand attitude cannot be formed, and intention to buy canno
5、t occur unless brand awareness has occurred (Resister Resister et al. 1991).In memory theory, brand awareness is positioned as a vital first step in building the “bundle” of associations which are attached to the brand in memory (Stokes 1985). The brand is concept unlisted as a node in memory which
6、allows other information about the brand to be “anchored” to it ( Asker 1991b). The concept ululation of a network of brand associations in memory with the brand as a central core has been put forward by many others (e.g. Keller 1993; Holden 1993; Holden & Lutz 1992).2Brand Awareness in Decision Mak
7、ingThe above two roles of brand awareness should be well known to marketing managers. The role of brand awareness in decision theory is probably less well known.Brand awareness and the consideration setBrand awareness has been hypothesized to play a crucial role in determining the consideration set:
8、 the small set of brands which a consumer gives serious attention when making a purchase (Howard & Seth 1969; Mahayana & Makin 1975). The composition of this small set of brands which are considered during decision-making is important. A brand that is not considered cannot be chosen (Baker et al. 19
9、86), and further, the probability of the brand being chosen is a function of the number of other brands in the consideration set, for instance, the probability of a brand being selected from 1, 2, 3, or 4 brands, decreases rapidly from 1.0 to0.5, 0.33, and 0.25 respectively.In a situation where the
10、consumer is aware of a number of brands which fit the relevant criteria, he or she is unlikely to expend much effort in seeking out information on unfamiliar brands. A brand that has some level of brand awareness is far more likely to be considered, and therefore chosen, than brands which the consum
11、er is unaware of. Additionally, the strength of awareness of the brands within the consideration set can also be significant. Wilson (1981cited in Woodside & Wilson 1985) confirmed the importance of top-of-mind awareness in a study which found that the higher the position of the brand in the consume
12、rs mind measured by unaided recall, the higher the purchase intention and the higher the relative purchase of the brand. In another study, increases in brand awareness were shown to increase the probability of choice even without any accompanying change in attitude or perceptions (Nedungadi 1990).Br
13、and awareness as a heuristicBrand awareness can also affect decisions about brands within the consideration set (Hoyer Keller 1993). Consumers may employ a heuristic (decision rule) to buy only familiar, well-established brands 3(Roselius 1971; Jacoby et al. 1977, both cited in Keller1993). Consumer
14、s do not always spend a great deal of time making purchase decisions. In a study of pre-purchase search for laundry powder, Hoyer (1984) found that the median number of packages examined in-store was 1.2 before a selection was made. Dickson and Sawyer(1986) found that for purchases such as coffee, t
15、oothpaste and margarine, the consumer took an average 12 seconds from the time of first looking at the shelf to the time they placed the item in their trolley. In many cases consumers try to mini mise the costs of decision making in terms of time spent, and cognitive effort, by employing simple rule
16、s of thumb, such as buy the brand Ive heard of. This is particularly likely to occur in low involvement situations where a minimum level of brand awareness may be sufficient for choice (Hoyer Mackay 1990).In such situations, the consumer may lack the motivation or the ability to judge between brands (Petty & Cacioppo 1986).Goods become increasingly competitive. Technology, communication, sharing of knowledge resources, so that technical barriers to market entry significantly red
