Top of Mind Awareness (TOMA)

Definition

Top-of-mind awareness (TOMA) is defined as 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. In a survey of nearly 200 senior marketing managers, 50% responded that they found the top-of-mind metric very useful.[1]

Purpose

Top-of-mind awareness is a way to measure how well brands rank in the minds of consumers (i.e., the salience of the brand).

Construction

TOMA is the percentage of respondents who, without prompting, name a specific brand or product first when asked about a general product category.

 

References

  1. ^ Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition). Upper Saddle River, New Jersey: Pearson Education, Inc.

Comments are closed.