Advertising awareness research aims to test the success of the advertising campaign. Research results indicate whether campaign reaches the targeted market (penetration) and how it changes the awareness about the advertised product (requires several measurements). These awareness measurement elements are essential:

• TOM (top of mind awareness)  - first mention of product category
• SPONTANEOUS AWARENESS – what other product / services customers know?
• AIDED AWARENESS – awareness about the listed services or products
• PERCEPTIONS – what are the perceptions of targeted advertisement?