Aided recall

The respondent is shown a selection of advertisements or cards with brand names on (usually after a campaign has been run) and asked which advertisements they have seen. This is thought to measure campaign penetration.

Problems exist in using recall as a measure of advertising effectiveness because brand leaders have higher levels of recall, advertising seen in one medium may be reported as having been seen in another, and effects of earlier advertising campaigns may be difficult to distinguish from effects of current campaigns. Respondent variability in memory may also influence results. In general, recall is best used as a comparative measure, i.e. repeating the same test on different occasions and measuring differences.

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