Final answer:
To measure ad recall in an awareness objective campaign, the media buyer should utilize a Brand Lift study, which surveys viewers to gauge awareness and perception of the ads. The correct option is option (d).
Step-by-step explanation:
If a client is conducting an awareness objective campaign and wants to understand how many people recall seeing their ads, the media buyer should implement a Brand Lift study. A Brand Lift study measures consumer awareness, perception, and recall of advertising campaigns, typically through surveys that are administered to viewers.
This type of study can assess things like ad recall, brand awareness, message association, and brand perception, providing valuable insights into the effectiveness of the campaign in terms of generating awareness.
While other methods such as Conversion Lift studies, A/B testing, and Marketing Mix Modeling (MMM) also provide insights into different aspects of advertising effectiveness, a Brand Lift study specifically targets the impact of advertising on brand perception among the target audience. This entails asking the audience directly about their recall and thoughts related to the campaign.