Top-of-mind awareness

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Top-of-mind awareness (TOMA) is a brand or specific product coming first in customers' minds when thinking of a particular industry.[1]

Companies attempt to build brand awareness through media exposure on channels such as internet, radio, newspapers, television, magazines, and social media.

In a survey of nearly 200 senior marketing managers, 50% responded that they found the "top of mind" metric very useful.[2]

Purpose[edit]

Top of mind awareness is a way to measure how well brands rank in the minds of consumers.

Construction[edit]

Top-of-mind awareness is defined in Marketing Metrics: "The first brand that comes to mind when a customer is asked an unprompted question about a category. The percentage of customers for whom a given brand is top of mind can be measured."[2]

TOMA has also been defined as "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."[3]

References[edit]

  1. ^ 7 Publicity Myths That Can Hurt Your Business by Pam Lontos, published in Exchange Magazine, retrieved on March 26, 2012
  2. ^ a b Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0137058292. The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and constructs of classes of measures that appear in Marketing Metrics as part of its ongoing Common Language: Marketing Activities and Metrics Project.
  3. ^ AllWords.com, retrieved on March 26, 2012

Other Sources[edit]

Larson, Charles U. (1989). Persuasion. Reception and Responsibility. Fifth Edition. Wadsworth Publishing Company. ISBN 0-534-10134-8.