Figure 11.13: Advertising Effectiveness and Customer Response Index
| Advertising Reponse | Response Ad Metric | Campaign Leakage |
|---|---|---|
| Exposed to Ad (Sees Ad) | 25.0% | |
| Aware (Recalls Ad) | 24.0% | |
| Comprehend (Recall Info) | 29.1% | |
| Intend Act (Buy) | 14.7% | |
| Buy Product | 2.8% | |
| Ad Response Index | 4.4% |
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