Definition: The image, sound, name, brand or attribute that comes to mind immediately when asked about products or brands in a category enjoys the highest 'top of the mind recall' with the consumer. Top of the mind recall usually means the consumer is more aware, and hopefully, buys more of the product than alternative products when faced with a vast array of similar products.

Such products or brands have every possibility of lasting longer in the market place, giving the company a long revenue stream from it. A high top of the mind recall also helps in brand extensions. Every campaign by a client and advertising agency aims to create the top of the mind recall in consumers. Once recall is established, it's usually less expensive to advertise the product.

Description: Sustained advertising to the public and trade creates top of the mind recall. Every media may be used - print, radio or TV. It can either be created by a vast and expensive advertising blitz or may be created over a long period of time, using limited resources and media exposure. But most importantly, selecting the right media for advertising goes a long way in creating top of the mind recall. For example, in rural areas, wall hoardings and paintings will be a better medium than newspapers.

In today's age when the media channels have multiplied many times, creating recall is easier, but not always successful. For example, Coke and Pepsi advertise everywhere, anytime, anywhere, thereby equating soft drinks with their brand names. Endorsement by celebrities also creates top of the mind recall. However, just as top of the mind recall can be favourable for the product, it's just as easy to lose it to a competitor who is more aggressive or relevant.