top of mind awareness
Definition from Wiktionary, the free dictionary
- (advertising) The percent of respondents who, without prompting, name a specific brand or product first when asked to list all the advertisements they recall seeing in a general product category over the past 30 days.
- Companies that are well known advertise heavily and have attention-getting ads that tend to receive the highest top of mind awareness scores in ad tracking studies.
The Advertising Research Handbook, Charles E. Young, Ideas in Flight, Seattle, WA, April 2005