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

Question

Quizplus · Accepted Answer

Aided brand awareness is when respondents are given options to choose from when identifying the brand, whereas unaided brand awareness is when respondents are asked to identify the brand without any options or cues. In this case, since respondents are simply asked to identify the brand without any options, it is measuring unaided brand awareness.

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