top-of-mind awareness
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Top-of-mind awareness (TOMA) is a measure of how aware is a consumer of a brand. It is part of consumer behaviour, and is a key aspect of marketing research and marketing communications.
Definitions of top-of-mind awareness
In marketing, "top-of-mind awareness" refers to a brand or specific product being first in customers' minds when thinking of a particular industry or category.[http://www.exchangemagazine.com/morningpost/2009/week51/Wednesday/121611.htm 7 Publicity Myths That Can Hurt Your Business by Pam Lontos, published in Exchange Magazine], retrieved on March 26, 2012
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."
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."[http://www.allwords.com/word-top+of+mind+awareness.html AllWords.com], retrieved on March 26, 2012
At the market level, top-of-mind awareness is more often defined as the "most remembered" or "most recalled" brand names.See, for instance, Koniewski, M., Brand Awareness and Brand Loyalty, PMR Research Paper, Feb, 2012, www.research-pmr.com
Top-of-mind awareness: uses and applications
Top-of-mind awareness is a special form of brand awareness. Top-of-mind awareness is generally measured by asking consumers open-ended questions about the brand that first comes to mind in a particular category, like a fast-food restaurant (McDonald’s). Market researchers are then able to take this data and turn it into a percentage to figure out who is leading the way in top-of-mind awareness.{{Cite web|last=|first=|date=|title=Top of Mind Awareness: Definition & Theory|url=https://study.com/academy/lesson/top-of-mind-awareness-definition-theory.html|archive-url=|archive-date=|access-date=2020-12-04|website=study.com}} Companies attempt to build and increase brand awareness{{Cite web|last=|first=|date=|title=Tools to Increase Brand Awareness|url=https://flippingbook.com/blog/brand-awareness-tools|archive-url=|archive-date=|access-date=2020-12-04|website=flippingbook.com|language=en}} using such digital marketing strategies as search engine optimization (SEO), search engine marketing (SEM), social media marketing (SMM), content marketing, and more.{{Cite web|last=Panel®|first=Expert|title=Council Post: 15 Smart Ways To Expand Brand Awareness To New Audiences|url=https://www.forbes.com/sites/forbescoachescouncil/2020/09/11/15-smart-ways-to-expand-brand-awareness-to-new-audiences/|access-date=2020-12-04|website=Forbes|language=en}}
In a survey of nearly 200 senior marketing managers, 50% responded that they found the "top-of-mind" metric very useful.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, NJ: 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 [http://www.commonlanguage.wikispaces.net/ Common Language in Marketing Project].
See also
References
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Further reading
{{cite book
| last = Larson
| first = Charles U.
| authorlink =
| title = Persuasion. Reception and Responsibility. Fifth Edition.
| publisher = Wadsworth Publishing Company
| year = 1989
| location =
| pages =
| url =
| doi =
| id =
| isbn = 0-534-10134-8}}
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