Awareness · The recall measure · Element
The prompted
Who recognises the brand when shown it.
The part
What it is
Consistently higher and consistently less useful. Its value is entirely in the comparison with unprompted recall.
The list shown must be stable between waves, or the number measures the list.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.
The other elements in the recall measure
The unprompted
Who names the brand without being shown it.
LearnThe gap
The distance between recognition and recall.
Learn