Table 4

Correlation of aided recall and various target rating point (TRP) measurements by survey mode

	Smoker-aided awareness	Non-smoker-aided awareness	Overall-aided awareness
Telephone only (n=17)
Flight TRPs	0.05	0.19	0.17
Cumulative TRPs	0.23	0.37	0.35
log(cumulative TRPs)	0.34	0.51^*	0.49^*
TRP density	0.33	0.31	0.32

Web only (n=12)
Flight TRPs	0.03	−0.02	0.00
Cumulative TRPs	0.46	0.69^*	0.67^*
log(cumulative TRPs)	0.50	0.76^**	0.73^**
TRP density	0.22	0.46	0.43

Overall (n=29)
Flight TRPs	−0.05	0.03	0.02
Cumulative TRPs	0.29	0.45^*	0.42^*
log(cumulative TRPs)	0.41^*	0.60^**	0.57^**
TRP density	0.24	0.31	0.30

↵* p<0.05
↵** p<0.01.