Awareness

Awareness (in Italian "consapevolezza" or "notorietà") is a marketing metric that quantifies the level of knowledge a target audience has of a specific entity. Although it is often associated with the brand (Brand Awareness), it can refer more specifically to the knowledge of a single product (Product Awareness) or the recall of a specific advertising campaign (Ad Awareness).

What it is for / why it is important

Awareness is the fundamental starting point of any consumer decision-making process (the first stage of the marketing funnel). Without awareness, a customer cannot develop interest, consideration, or a desire to purchase. It is the primary objective of all marketing activities aimed at introducing something new to the market or keeping it relevant in the public's mind.

When it is used / in what context it is useful

The term specialises depending on the object of measurement:

• Brand Awareness (Notorietà di Marca): This is the highest and most strategic level. It measures how well a brand is known and recognised by its target audience. It is the long-term objective that generates trust and value (Brand Equity).

• Product Awareness (Notorietà di Prodotto): This is more specific. It measures how aware consumers are of the existence of a specific product within a brand's portfolio. A brand can have high awareness, but low awareness of its new products.

• Ad Awareness / Campaign Awareness (Ricordo Pubblicitario): This is a tactical metric. It measures the audience's ability to recall having seen or heard a specific advertising campaign. It is used to evaluate the effectiveness and penetration (Reach) of a single media investment.

Practical example

• Brand Awareness: The public knows that "Apple" exists and produces high-end consumer electronics.

• Product Awareness: How many of those who know Apple also know that the "Apple Fitness+" service exists? The launch campaign for this service works on product awareness.

• Ad Awareness: How many remember seeing that specific advert for Apple Fitness+ with that specific music and message?