reklameres

Reklameres is a term used in Estonian marketing discourse to describe the perceived effectiveness or resonance of an advertising campaign with its audience. In this usage, reklameres captures how well an ad is recalled, recognized, and emotionally connected to a brand after exposure, beyond mere impressions or frequency.

The concept combines elements of recall, recognition, attitudes, and behavior change. Practitioners discuss reklameres when comparing campaigns or evaluating media mix, arguing that higher reklameres indicates a stronger brand memory and greater potential influence on choice.

Etymology and status: The word is a neologism formed from reklam (advertisement) and a suffix that connotes resonance or effect. It is not standardized, and its precise definition can vary between agencies and academic writers, but it is typically understood as the experiential or cognitive impact of advertising on audiences.

Measurement and use: Reklameres is usually measured through unaided and aided recall tests, recognition, emotional response (valence and arousal), brand familiarity, and reported purchase intent. In practice, high reklameres correlates with higher ad effectiveness, even when reach or CTR may be similar.

See also: Reklaam, Ad recall, Brand resonance, Advertising effectiveness.