Recognition

Recognition is mainly used in post-testing advertising. For print media, respondents are taken through a current issue of a magazine or newspaper they report having read and asked to say which articles and advertisements they looked at. Items are scored for their degree of readership: 'noted', 'seen-associated' (saw advertisement and associated it with correct brand name), 'read most' (read advertisement in some detail). These are called Starch scores, after the man who invented the method, now used as the basis for the Gallup Field Readership Index. For television, respondents are shown pictures from television commercials that may or may not have been shown in their areas, and are asked whether they saw the commercials. Recognition scores are thought to measure campaign penetration.

Online Survey Champion

Online Survey Champion

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