With advertising tracking research, after being shown a segment or stills of an ad, respondents are given a list of brands and asked to identify the correct brand that was in the ad, which measures:
A) memorability
B) aided brand awareness
C) unaided brand awareness
D) brand and ad recognition

Question

Quizplus · Accepted Answer

Aided brand awareness measures how well respondents recognize the brand when given a list of options. This is different from unaided brand awareness, where respondents are asked to name brands without being given a list of options. The scenario described in the question matches aided brand awareness. Ad recognition is a subset of aided brand awareness, as it specifically measures if respondents can recognize the ad they were shown. However, the question specifically asks about brand recognition, which includes ad recognition but also extends to identifying the brand itself. Finally, memorability is not directly related to the scenario described in the question, as it measures how well respondents recall information from an ad, rather than recognize the brand.

With Advertising Tracking Research, After Being Shown a Segment or Stills