The study was conducted for the Make-A-Wish Foundation using one of the company's ad effectiveness tools, Campaign Evaluation, which tracks awareness, recall, purchase intent and attribute association.
Awareness of the Make-A-Wish banner ad increased 52% from a baseline awareness of 16% to 25% after viewing the ad five times. Additional viewings, however, had no measurable effect on awareness.
For advertisers who want to increase brand awareness, however, the study showed 50% increased recognition after eight exposures to the ad, plus the ability to recall aspects of the creative jumped 126% after eight exposures. -- Adrienne Mand
Copyright May 2001, Crain Communications Inc.