Do You Model Ad Awareness or Advertising Awareness?
区分了广告认知（是否见过某广告）和广告意识（回忆具体广告），强调在建模广告效果时这一区别的重要性。
<h3>ABSTRACT</h3> The author draws the important distinction between advertising awareness (as elicited by the question ‘Have you seen any advertising for x recently?’) - which is a measure of perceived presence - and ad awareness (e.g. recall of a specific advertisement). This distinction is particularly important when modelling campaign effects and tracking that draws inferences about particular advertisements.