Recognition, advertiser awareness, and diagnostics are used as the primary tools for evaluating the effectiveness of advertising because of the evidence showing this is the most accurate way of measuring the number reached and affected by advertising.  

Recognition capitalizes on one of the greatest strengths of the human mind to separate respondents into two groups:  those who noticed the advertising, and those who either ignored it or were never exposed to it.  This split is critical.  Recognition does it far more completely and accurately than recall, a measure based on one of the weakest capabilities of the human mind.

The number that remember the brand that was being advertised shows how successful the advertising was in communicating the most essential piece of information any ad ever has to communicate.  

The first two only show the advertising had a chance to change the respondent's perceptions and purchases.  To show if it succeeded, we have long used likability with a group of other diagnostic measures; the measures an eight year industry-wide study by the Advertising Research Foundation showed to be most closely related to the effect of advertising on sales. 

Lift measures fill the same function and provide the most direct indication of advertising's effect on awareness of the product and interest in buying it.  They show if awareness and buying interest are higher among those that saw the advertising than among those who didn't.  After considerable study in the early 2000's, outlined in the article we published on lift measures that can be reviewed by checking here, they became the latest addition to BRC's regular battery of questions for assessing the effectiveness of advertising.

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