Advertising awareness is a marketing strategy aimed at increasing consumer awareness of the company's short (products) and long-term (services) offerings (message). Advertising awareness can be tailored to a company's goals and objectives, as well as the image it wants to project in the minds of its customers. The amount of money spent on advertising is also determined by this. Most of the time, raising awareness is not done with the intention of making money quickly. Instead, it aims to raise brand awareness.
In layman's terms, advertising awareness refers to how much attention a brand receives as a result of its advertisements. It's also in charge of how well a brand is remembered by customers. In its early days on the market, a brand may or may not use this.
Why Advertising Awareness is important?
Brands that believe they don't need to advertise because their business is doing well should be aware of advertising. They believe that in such fierce competition, they will be able to survive longer because they have potential customers who will not switch to another brand.
The following are a few reasons why advertising awareness is critical for brands that want to survive in the market.
1. It contributes to increased brand awareness.
Increased brand awareness and, eventually, brand recall are the results of an advertising awareness-based strategy. This is the process by which customers remember your advertisements and associate your brand and the products you offer with a specific aspect of their lives. The main goal in the early stages of a business is to raise brand awareness, make a successful market entry, and attract consumer attention.
2. It aids in the delivery of powerful messages.
It's critical that customers don't misunderstand or become confused by your messages. The more perplexed or unsure they are about your message and product offerings, the more likely your target market will be manipulated. As a result, sending a strong and clear message through your advertising campaigns makes your product messages easy to understand and remember. They are more connected to your brand, making it easier for customers to recognise and distinguish your products from those of your competitors.
3. It aids in the expansion of market share.
The goal of advertising awareness is to increase consumer awareness of a company's products and services in order to increase market share. The company's ad campaigns are designed to drown out your competitors' voices. Consumers can easily relate to and recognise your products thanks to must-haves like memorability and simplicity, turning them into loyal customers.
Different types of Advertising Awareness
1. Top of the mid choice
When a product category is mentioned, the first brand/advertisement that comes to mind is TOMA, or top of mind awareness. When it comes to cell phones, for example, most people say Apple or Samsung. This is what top-of-mind awareness is.
2. Unaided awareness
Unaided awareness refers to the brands that people mention without prompting when a product category is mentioned. If people mention Samsung right after Apple, for example, Samsung falls into the unaided awareness category.
3. Aided awareness
When the interviewer gives a clue in the form of a brand description or an ad of the brand and people are able to mention it, it comes under the aided awareness category.
4. Not aware
The consumer is said to be unaware of the brand, its product, or its advertisement when they are unable to recall the ad despite being given clues and descriptions.