THE COMPARISON OF BRAND RECALL SCORES WITH MESSAGE WEIGHT (GRPS) AND DEMOGRAPHIC VARIABLES

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1 THE COMPARISON OF BRAND RECALL SCORES WITH MESSAGE WEIGHT (GRPS) AND DEMOGRAPHIC VARIABLES N. Bilge ISPIR, Lecturer. Anadolu University, TURKEY H. Kemal SUHER, Assistant Prof. Dr. Bahçeşehir University, TURKEY N. Bilge İSPİR was born in 1973, Konya, graduated from Eskisehir Anadolu University Faculty of Economics and Administrative Sciences, Department of Business Administration. He is working as a lecturer in Faculty of Communication Department of Advertising and Public Relations. He lectures Media Planning. He is also doctorate student in Communication Department in Anadolu University H. Kemal SUHER worked as research assistant in Anadolu University, and he was appointed to Assistant Professor to the Advertising and Public Relations Department in Communication Sciences Faculty in Anadolu University in He is working as Vice Dean in Communication Faculty in Bahçeşehir University since He graduated from Eskisehir Anadolu University Faculty of Communication Sciences, Advertising and Public Relation Department Abstract The purpose of this study is to show the relationship between brand recall scores for specific product categories and message weight (GRPs) of these categories. Besides, the relationship between brand recall scores and demographic variables of these categories were also examined. In the analysis, the brand recall research (top of mind) data that TNS PIAR has produced by using unaided recall technique towards various products was used. It was found significant differences between brand recall scores and the message weight. Also, it was found significant differences between brand recall scores and demographic variables. THE COMPARISON OF BRAND RECALL SCORES WITH MESSAGE WEIGHT (GRPS) AND DEMOGRAPHIC VARIABLES 1. INTRODUCTION Brand names and the branding procedures are very important decisions in marketing strategies. Curiously, one of the hottest points of disagreement between experts is the definition of a brand. Each expert comes up with his or her own definition or nuance to the definition. The problem gets more acute when it comes to measurement especially measurement the strength of a brand. (Kapferer, 2004, p.9) According to the classical definition, a brand is a set of mental associations held by the consumer, which add to the perceived value of a product or service. These associations should be unique (exclusivity), strong (saliency) and positive (desirable). In addition to these, brands have financial value because they have created assets in the minds and hearts of customers, distributors, prescribers, opinion leaders. These assets are brand awareness, beliefs of exclusivity and superiority of some valued benefit and emotional bonding. (Kapferer, 2004, p.10) 309

2 Basically a brand is a name that influences buyers. Brand power to influence buyers relies on representations and relationships. A representation is a system of mental association. Beyond mental associations, the power of a name is also due to the specific nature of the emotional relationships it develops. In short a brand exits when it has acquired power to influence the market. This acquisition takes time. What makes a name acquire the power of a brand is the product or service, together with the people at points of contact with the market, the price, the places, the communication, all the sources of cumulative brand experience. Thus, brands are the living systems made up of three poles: products or services, name and concept. (Kapferer, 2004, p.9) Figure 1. The Brand System Source: Kapferer, 2004, p.12 When it is talked about the measurement of the brand strength, it is met with concept called brand equity or the measurement of the brand equity. Brand equity provides a common denominator for interpreting marketing strategies and assessing the value of the brand (Keller, 2003, p.42). According to the definition brand equity is the set of associations and behavior on the part of a brand s customers, channel members and parent corporation that permits the brand to earn greater volume or greater margins than it cloud without the brand name (Kapferer, 2004, p.13). In other words, in many ways, building and ensuring a continuing positive brand attitude is what strategic brand management is all about because it does lead to strong brand equity (Percy, 2003, p.14). Brand equity is a very important and complicated concept. There is a great amount of definitions, concepts, measurements tools and comments created by the experts. Table 1 shows an easy way to understand brand equity by separating brand assets, strength and value. Brand assets are the sources of influence of the brand (awareness/saliency, image, type of relationship with consumers) and patents. Brand strength at a specific point in time is the results of these assets within a specific market and competitive environment. Brand value is the ability of brands to deliver profits. 310

3 Table 1. From Awareness to Financial Value Brand Assets Brand Strenght Brand value Brand awareness Barnd reputation (attributes, benefits, competence, know-how, etc) Brand personality Brand deep values Brand imagery Brand preference or attachment Patents Market share Market leadership Market penetration Share of requirements Growth rate Loyalty rate Price premium Net discounted cashflow attributable to the brand after paying the cost of capital invested to produce and run the business and the cost of marketing Source: Kapferer, 2004, p.14 Numerous types of survey exits on the measurement of brand value (brand equity). They usually provide a national or international approach based on just one component of brand equity: brand awareness (the method may be first brand brought to mind, aided or unaided depending on the research design), brand preference, quality image, prestige, first and second buying preference when the favored brand is not available or liking (Kapferer, 2004, p.16). Especially measuring sources of customer based of brand equity requires measuring various aspects of brand awareness and brand image that potentially can lead to the differential customer response that creates brand equity (Keller, 2003, p.733). Also, according to Kapferer (2004, p.17) brand awareness is an important player in the measurement brand value (brand equity) and there are three classical measures of brand awareness in a given product category: (Laurent, Kapferer & Roussel, 1995, p. 170) Spontaneous awareness: consumer are asked, without any prompting, to name the brands they know, even if only by name in the product category; the spontaneous awareness of brand x is the percentage of interviewees indicating they know the brand Top of mind awareness: using the same question, the top of mind awareness of brand x is the percentage of interviews who name brand x first Aided awareness: brand names are presented to interviewees; the aided awareness of brand x is the percentage of interviewees who indicate they know the brand. Brand awareness consists of brand recognition and brand recall performance (Keller, 2003; Tellis, 2004). In this manner, brand name recall can be viewed as one form of brand awareness; as such it is distinguishable from brand name recognition. In recall, the name must be produced in response to some cue. As a component of decision making, this cue is typically a need that is identified at the product category level (Hutchinson, Raman & Mantrala, 1994, s. 441). For example, after moving the lawn on a hot day, a consumer might identify his or her need as a cold beer Thus, brand recall has traditionally been measured using category cues, as in top of mind awareness. (e.g. when you think beer, what brands come to mind?). Laurent, Kapferer & Roussel s (1995) classification of spontaneous and top of mind awareness are parallel to brand name recall. In recognition the consumer is exposed to the brand name and must simply identify it as appropriate for the task at hand. Laurent, Kapferer & Roussel s (1995) classification of aided awareness are parallel to brand recognition. 311

4 Rossiter and Percy (cited in Macdonald & Sharp, 2003) claim that there are two types of brand awareness: brand recognition and brand recall, and which of these occurs will depend on the choice situation. Brand awareness does not necessarily require recall of the brand name. The consumer may identify a brand by its location ( the store on the corner ) or its packaging or shape ( the hexagonal bottle for Heinz tomato sauce ). Furthermore, brand recall may not be necessary for purchase; mere recognition of the brand in the store. According to the Macdonald and Sharp (2003) basically, brand recognition occurs in stimulus based situations, and recall occurs in memory-based situations. Both types of awareness would occur in mixed-choice situations In this point of the study, some relevant researches about brand recall and brand recognition will be summarized. Numerous studies about brand recall have been conducted by researchers. Lerman and Garbarino (2002) compared three set of brand names: words versus non words, words versus irrelevant words and relevant words. According to the their experimental study, recognition appears to be higher for nonword names than word names, for irrelevant word names than for relevant word names and for word names related to an advertised attribute than word names related to an unadvertised attribute. Stedman s (1969) research concluded that nonsexual illustrations in ad were more effective than sexual ones in achieving brand recall. Alexander and Judd (1978), like Stedman, found no relationship between nudes in ad and brand recall. In contrast, Grazer and Keesling (1995) found that the use of sexual stimuli in print advertisements does influence viewers brand recall and purchase intention. The result of the study of Nedugadi, Chattopadhyay and Muthukrishnan (2001) suggest that provision of the category structure increases brand recall. Dubow (1995) tested three measures of memory for advertising by age. These three measures are day after recall, brand recall and recognition. Dubow (1995) found that, for each measure, young adults remember better than older adults and teens remember better than young adults. According to the study of Leong, Ang, and Tham (1996), better recall was obtained with ads containing pictures and word than with words-only ads, with ads processed semantically than with ads processed sensorially, with ads having high level of meaning and with ads that were repeated. Kent and Allen (1993) contrast the effects of competitive clutter on the recall and recognition of information from ads for familiar brands. They conducted an experiment utilizing ads for the type of relatively familiar brands typically advertised on network television; the dependent variables were recall and recognition of brand names and ad claims. Their results showed that brand name recall scores were substantially reduced by competitive clutter. However, according to them exposure to competitors ads had little effect on ad claim recall. Jain and Hackleman (1978) made an experiment about comparison and individual brand advertisements under controlled conditions. Recall measurements were made for the brands being advertised on an immediate basis and twenty four hours after exposure to the advertisements. According to their findings, brand names appearing in comparison ads were recalled better immediately but not 24 hours later. In addition to this, they found that an advertiser s brand was recalled significantly more in a comparison ad than in an individual ad. In their further analysis, they found brand names for convenience and specialty goods tends to be recalled more than brand names for shopping goods when advertised in comparison form. 312

5 Keiser (1975) designed a questionnaire to measure the criterion variables of brand and slogan awareness and several predictor variables (age, income, gender, social class, mass media exposure and opinion leadership). According the results of this study brand and slogan awareness is dependent on the age, social class and the amount of print media readership of adolescents. Moreover, brand and slogan awareness were found to be related to the incidence of opinion leadership. Brand and slogan awareness was greatest among opinion leaders, adolescents in the upper-class, and adolescents who spent the most time reading newspapers and magazines. Further results were the differences between brand and slogan awareness of adolescents. Brand awareness appeared to increase with age. While the reverse relationship held for slogan awareness. Also, the amount of television exposure had a completely different impact on brand awareness than on slogan awareness. Slogan awareness increased with increased television viewing, while brand awareness was lowest among those who watch television frequently. In the light of mentioned theoretical background it can be said that, a brand with no awareness is just something stuck on a product, meaningless and speechless. The purpose of investing in advertising is to reveal the meaning of the brand and convey it to the largest number of people (Kapferer, 2004) because, advertising media is critical to advertising success. Advertising success brings with it the achievement of the marketing goals: more sales, positive opinions, increased awareness, word of mouth recommendations, competitive advantages or whatever the goals may happen to be. Accomplishing those goals means the success of the brand (Kelley & Jugenheimer, 2004, p.7). In this process media planning and message weight has an important place. In this point it will be good to emphasize message weight or in other words GRP concept. Gross rating point (GRP) is a term that has become an essential part of the media decision maker s vocabulary. The sum of ratings (percentage) is called gross rating points (GRPs) and the sum of audience size is called gross impression. Both numbers are duplicated, that is they are sums of measurement that can overlap (Sissors, & Baron, 2002, p.88). Like ratings GRPs are expressed as a percentage and can be used for various media forms (Surmanek, 1993). The GRP is used to characterize the gross weight or message weight of given media effort against a defined target market (Barban, Cristol & Kopec, 1993). Using gross rating points (GRPs) enables practitioners to use a single number to describe the quantity of message weight. Message weight is a number that quickly tells the practitioners the duplicated audience for many programs within a given time period (Sissors, & Baron, 2002, p.88). In addition to this, it is necessary to understand that reach (refers to the number of people exposed to a vehicle at least once) and frequency (refers to how often the average person is reached in a given period) occur at the same time but at different rates in an inverse relationship. Within a given number of gross rating points (message weight) as one goes up, the other will goes down. Some practitioners might opt for a reach level higher than the desired level of brand awareness, on assumption that not everyone exposed to a vehicle will be exposed to the ad and brand name. Others will want reach and frequency, which for planning purposes can be expressed in GRPs. Within a given number of GRPs, the reach and frequency levels can be adjusted to bring either one to a required level. (Sissors, & Baron, 2002) Some available research has attempted to relate GRP levels to brand awareness level. For example one study conducted by well known advertising agency found that 2,400 household GRPs had a 60 percent change of producing about 70 percent brand awareness (Sissors, & Baron, 2002, p.208). This study will focus on the relationships among brand awareness, message weight and demographic characteristics. 313

6 2. METHODOLOGY The purpose of the study is to show the relationship between brand recall scores for specific product categories and message weight (GRPs) of these categories. Besides, the relationship between brand recall scores and demographic variables of these categories were also examined. As a descriptive study, the answers of the following research questions have been searched for; a. Is there a significant difference between the brand recall scores and the message weight (GRPs) of the selected product categories? b. Is there a significant difference between brand recall scores with demographic variables such as age, gender, education, living area and socio-economic status? In this study, it was used the brand recall research (top of mind first three brands) data (as a secondary data) that TNS PIAR (A leading international marketing research company) has produced by using unaided recall technique towards various products. TNS PIAR are making these researches by face-to-face survey method and the surveys are conducted in 18 cities with a sample of 2000 respondents representing the 18 years old and over population living in the cities and country side of Turkey. These surveys are conducted four times in a year. In the selection of sample, multi stage probable sampling was used. Subjects were determined with age, sex, education, working status quota. The surveys are composed in two sections. In the first section, respondents are asked for the first three brands of certain products they recall (the level of measurement of this questions are ordinal), after that demographical data (age, gender, education, living area and socio-economic status) is collected. All of the demographical data mentioned are collected in categorical level of measurement (nominal, ordinal); Living area is separated as urban and rural; socio-economic status is grouped as A, B, C1, C2 and DE. Education is grouped as primary school, secondary school, high school and university. The data of the product categories serving the purpose of this study was selected among the 52 brand recall surveys that are conducted to the present day. Tea, Personal Computer, Jean and Shampoo product categories was selected purposely for analysis of this study. For the observation, brand recall scores are created from the data in the first place. In this procedure; if the respondent recalls 3 brand names, it was given 3 points to this respondent, if the respondent recalls 2 brand names, it was given 2 points ; if the respondent recalls 1 brand name, it was given 1 point ; if the respondent doesn t recall any brand name, it was given 0 point to this respondent. So brand recall scores which are created in this way has become ratio as a level of measurement. Toward analysis of the first research question, it will be observed the relationship between message weight (GRPs) data and brand recall scores. Brand recall scores were compared to the product categories that have high and low message weight. The message weight data of general product categories were taken from Bileşim Medya (A media tracking company). The GRP data taken from Bileşim Medya is only for the TV and is based on AGB-Nielsen Turkey TV audience measurement for the selected TV channels. Towards analysis of the second research question, it was observed the relationship between brand recall scores and demographic variables (age, gender, SES, education, living area). In the analysis of the study, T-Test and One-way ANOVA statistics were used according to the variables types. 314

7 3. FINDINGS Shampoo, tea, personal computer and jean products categories were selected according to their message weight (GRPs) figures. Because, it was needed product categories that had high and low massage weight or GRP levels for the analysis. For this procedure, GRP figures of the various product categories were taken from Bileşim Medya. After initial observation of the GRP levels; two high GRP level product categories and two low GRP level product categories were selected purposely according to the brand awareness researches available in TNS PIAR database. The resulting product categories and their GRP levels can be seen in Table 2. At the same time these product categories were used for analysis between brand recall scores and demographic variables. Table 2. GRP Distribution of Selected Product Categories Product Categories GRPʹs (%) Shampoo (2006) 66,889 Tea (2003) 21,121 P. Computer (2006) 6,949 Jean (2006) 2,536 Source: Bilesim Medya In Table 3 it is seen the calculated brand recall score distributions and the mean values for the selected product categories. When the table figures are examined, the percentage respondents who recalled three brands for the product categories were 61,8% for shampoo and 75,0% for tea, 25,1% for personal computer, 30,6% for jean respectively. As it is seen shampoo and tea product categories high brand recall level while personal computer and jean product categories have low brand recall level. These results can be also seen in the mean figures of brand recall scores. When the mean figures of the brand recall scores are compared with the GRP levels in Table 2, it is seen that the product categories that tend to have high GRP levels, also have high mean figures towards brand recall scores. In the further observations, it is seen that the shampoo product category have a mean figure of 2,27 towards brand recall scores with the GRP level of 66,889. In the same manner tea product category have a mean figure of 2,61 towards brand recall scores with the GRP level of 21,121. This is also true for personal computer with a mean figure of 1,10 and GRP level of 6,949 while jean has a mean figure of 1,36 and GRP level of 2,536. The reason for these differences in mean and GRP levels between product categories can be the result of different competition conditions in the market place and GRP numbers which were coming from only TV exposure. 315

8 Table 3. Brand Recall Scores Means for No recall One Brand Two Brand Three Brand the Brand Product Categories (0 Point) Recall (1 Point) Recall (2 Points) Recall (3 Points) Total Recall f % f % f % f % Scores Shampoo (2006) , , , ,8 2, Tea (2003) 56 2, , , ,0 2, P. Computer (2006) , , , ,1 1, Jean (2006) , , , ,6 1, For the analysis of the first research question t-test was made. The result of the t-test is seen in Table 4. According to the results of the t-test, the mean differences between GRP levels and brand recall scores are significant. (The mean difference is 1,21). Thus, it can be said that the product categories that have higher GRP levels (Shampoo and tea) tend to have high means of brand recall scores while the product categories that have lower GRP levels (personal computer and jean) tend to have lower means of brand recall scores. Table 4. T-Test Statistics Between Message Weight and Brand Recall Scores Brand Recall Score Group Statistics Std. Std. Error GRP N Mean Deviation Mean Brand Recall Score High ,44 0,94 0,01 Low ,23 1,29 0,02 Independent Samples Test Leveneʹs Test for Equality t-test for Equality of Means F Sig. t df Sig. Mean (2-tailed) Difference Equal variances assumed 1395,401 0,000 48, ,000 1,210 Equal variances not assumed 48, , ,000 1,210 p<,05 For the analysis of the second research question five demographic variables were compared to brand recall scores. These variables are living area, gender, education, age and socio-economic status. The first two demographic variables were analyzed with t-test. The other variables were analyzed with One Way ANOVA. In Table 5, the results of t-test analysis of brand recall score means on gender and living area are seen. According to the results of the t-test, the mean differences between living area and brand recall scores of all product categories are significant. Also, the mean differences between gender and brand recall scores of all product categories are significant. The mean of the brand recall scores of all products are significantly higher in urban areas. When gender variable is analyzed, males have higher means of brand recall scores in all product categories except shampoo. Although all the test results are significant, it is important to emphasize that the mean differences are very close except the difference in the mean values of brand recall scores on gender categories in personal computer category. 316

9 Table 5. T-Test Statistics Among Brand Recall Scores, Gender and Living Area by Product Categories Product Category N Mean t Sig Shampoo (2006) Living Area Gender Urban ,34 Rural 690 2,11 Male ,15 Female 991 2,38 4,487 0,000 4,874 0,000 Tea (2003) Living Area Gender Urban ,69 Rural 790 2,49 Male ,65 Female ,58 5,695 0,000-2,184 0,029 P. Computer (2006) Living Area Gender Urban ,17 Rural 676 0,96 Male 951 1,41 Female ,81 3,436 0,001-10,736 0,000 Jean (2006) Living Area Gender Urban ,47 Rural 682 1,16 Male ,49 Female 955 1,23 5,178 0,000-4,507 0,000 p<,05 In Table 6, the results of ANOVA analysis of the mean values of brand recall scores on education, age and socio-economic status categories are seen. According to the results of the ANOVA, the mean differences between brand recall scores and demographic variables (education, age and SES) of all product categories are significant. Table 6. ANOVA Statistics Among Brand Recall Scores, Education, Age and Socio-Economic Status by Product Categories Test of Homogeneity of Variances ANOVA Statistics Robust Tests of Equality of Means Welch Brown-Forsythe Product Category Shampoo (2006) Levene Statistic Sig. F Sig. Statistic Sig. Statistic Sig. Education 60,924 0,000 57,154 0,000 53,532 0,000 62,920 0,000 Age 101,956 0, ,403 0, ,037 0, ,102 0,000 SES 21,760 0,000 14,996 0,000 17,938 0,000 18,548 0,000 Education 82,465 0,000 53,022 0,000 33,819 0,000 48,559 0,000 Tea (2003) Age 50,115 0,000 24,590 0,000 16,930 0,000 22,194 0,000 SES 12,414 0,000 4,948 0,001 4,447 0,002 5,132 0,000 Education 91,451 0, ,103 0, ,658 0, ,228 0,000 P. Computer (2006) Age 190,006 0,000 79,446 0, ,114 0,000 84,766 0,000 SES 22,841 0,000 43,823 0,000 45,649 0,000 44,368 0,000 Education 54,008 0, ,685 0, ,109 0, ,364 0,000 Jean (2006) p<,05 Age 36,659 0,000 82,185 0, ,186 0,000 83,825 0,000 SES 3,119 0,014 26,084 0,000 26,138 0,000 26,13 0,

10 Related to the analysis of ANOVA, the test of homogeneity of variances of brand recall score means on all demographic variable categories for all products are not significant. For this reason Welch and Brown-Forsyhthe statistics were also calculated and the results of these tests are also significant. (When the variances of depended variable are not equal across groups, the results of the ANOVA table are questionable; the Welch and Brown-Forsyhthe statistics are alternativeness to the usual F test in such a case) For the Post-Hoc analysis, Tamhane and Games-Howell tests were used, because the test of homogeneity of variance analysis is insignificant in all product categories. When the relationships between education and the brand recall score of all product categories are examined, in shampoo product category, the means of brand recall scores differ significantly on all education groups. In the tea product category especially uneducated groups differ significantly from other education groups. In personal computer and jean product categories, the means of brand recall scores also differ significantly on all education groups. It can be said that, the people who have high education levels recall more brand names than the people who have lower education levels. These results can be seen visually in Figure 2. Figure 2. Mean Plot of Brand Scores versus Education 2,8 3 Mean of Brand Recall Scores (Shampoo) 2,6 2,4 2,2 2 1,8 1,6 Mean of Brand Recall Scores (Tea) 2,75 2,5 2,25 2 1,75 1,4 1,5 Primary School Uneducated/Literate Secondary School High School University Primary School Uneducated/Literate High School Secondary School University Education (Shampoo) Education (Tea) 318

11 2,5 2,5 Mean of Brand Recall Scores (P. Computer) 2 1,5 1 0,5 Mean of Brand Recall Scores (Jean) 2 1,5 1 0,5 0 0 Primary School Uneducated/Literate Secondary School High School University Primary School Uneducated/Literate Secondary School High School University Education (P. Computer) Education (Jean) When the relationships between age and the brand recall score of all product categories are examined, in personal computer, shampoo and jean product categories, the means of brand recall scores differ significantly on all age groups. It can be said that, the younger people recall more brand names than the older people significantly. In the tea product category, the brand recall scores differ significantly only younger age groups and older age groups. And the mean differences between age groups are very close. For tea product category, it is difficult to make meaningful explanation with age; however brand awareness in this category is high. These results can be seen visually in Figure 3. Figure 3. Mean Plot of Brand Scores versus Age 2,75 2,8 Mean of Brand Recall Scores (Shampoo) 2,5 2,25 2 1,75 1,5 Mean of Brand Recall Scores (Tea) 2,7 2,6 2,5 2,4 2,3 1,25 2, Age (Shampoo) Age (Tea) 319

12 2 Mean of Brand Recall Scores (P. Computer) 1,5 1 0,5 Mean of Brand Recall Scores (Jean) 1,5 1 0, Age (P. Computer) Age (Jean) When the relationships between socio-economic status and the brand recall score of all product categories are examined, in personal computer and jean product categories, the means of brand recall scores also differ significantly on all SES groups. It can be said that, the people who have high SES levels recall more brand names than the people who have lower SES levels. In the tea and shampoo product categories, the mean differences between SES groups are very close. For tea and shampoo product categories, it is difficult to make meaningful explanation with SES. Nevertheless the brand awareness in these product categories is very high. These results can be seen visually in Figure 4. Figure 4. Mean Plot of Brand Scores versus Socio-Economic Status 2,7 2,7 Mean of Brand Recall Scores (Shampoo) 2,6 2,5 2,4 2,3 2,2 2,1 Mean of Brand Recall Score (Tea) 2,65 2,6 2,55 2 2,5 A B C1 C2 DE A B C1 C2 DE Socio-Economic Status (Shampoo) Socio-Economic Status (Tea) 320

13 2 Mean of Brand Recall Scores (P. Computer) 2 1,5 1 Mean of Brand Recall Scores (Jean) 1,8 1,6 1,4 1,2 1 0,5 0,8 A B C1 C2 Socio-Economic Status (P. Computer) DE A B C1 C2 Socio-Economic Status (Jean) DE 4. CONCLUSION According to the main results of research, it can be easily said that higher message weights (GRPs) produce higher brand awareness. Anything that causes consumers the experience a brand name, symbol, logo, character, packaging or slogan can potentially increase familiarity and awareness of that brand element. In providing this, a wide range of communication options such as advertising, sales promotion, sponsorship, event marketing, publicity, outdoor advertising can be used. In this sense, relating with these communication options, media planning and message weight is playing an important role by adjusting reach and frequency levels towards a fixed budget. Although brand awareness differs significantly with the groups of living area (urban areas has higher means than rural areas) the differences between means are very slight. So it can be said that, in generally most of the brand names are known with all groups of living areas. The main reason for this can be that; TV is used as the main medium in many advertising campaigns. So, brand names can easily penetrate the entire households both rural and urban areas. Although brand awareness differs significantly with the gender, the mean differences in the product categories that identified with both gender groups are very close. From this point of view it has no meaning to make explanation with brand recall scores on genders. However, the product category such as personal computer is analyzed a sharp difference can be seen, because personal computer is identified with males. In general, in all the product categories older age groups recalls fewer brand names according to the younger people. Also, same situation is available for education groups. High educated consumers recall more brand name than low educated consumers. For the socio-economic status groups, the most important finding is that: DE socio-economic status group has brand awareness towards the product categories which are most necessary for continuation of their life. They have no involvement with other products. All demographic findings mentioned above show parallel results with the Suher and Ispir s (2005) study which was made with more product categories. 321

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