Relationship between Press Mentions and Brand Awareness

Abstract

The article is devoted to the study of the process of brand awareness formation under the influence of mass media. Knowing the parameters of this process allows us to answer the question of how many times a person must meet a brand in the media environment in order to remember it, and what extent of brand mentioning in the media must be achieved in order to get a certain level of its popu-larity. Two aspects of awareness are singled out: recall (knowledge without prompting) and recognition (knowledge with prompting). An empirical study was carried out, which made it possible to isolate and measure, on a sufficient level of accuracy, the influence of the Russian central press on the brand awareness of more than 20 sociological companies in Russia over a period of 15 years. It showed that the presence of a brand in the press is significant, and it affects linearly both forms of awareness – recall and recognition. A strong linear relationship allows us to calculate the effective frequency of introductions and to build a predictive model for the formation of brand awareness under the influence of the media, as well as, using plausible assumptions, to estimate the effective frequency of contacts.