Brand consideration may not be the best metric

Brand consideration is a useful but often misunderstood metric and one that may not always be the best measure to assess advertising, according to two industry figures.

In a WARC Best Practice paper, Understanding brand consideration, Dominic Twose, Global Head of Knowledge Management at Kantar Millward Brown, and Polly Wyn, a Senior Research Analyst at the research firm, observe that “consideration is neither a purely behavioural nor a purely attitudinal measure”.

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