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| Author: | Higie, R. Sewall, M. |
| Title: | Using Recall and Brand Preference to Evaluate Advertising Effectiveness |
| Journal: | Journal of Advertising Research
1991 : APR/MAY, VOL 31, p.56-63 |
| Index terms: | ADVERTISING MEDIA BRAND CHOICE CONSUMER BEHAVIOUR |
| Language: | eng |
| Abstract: | Day-after recall (DAR) and brand preference (PREF) are frequently used measures of ad effectiveness. The test-retest reliability analyses indicate that DAR is more reliable than PREF, and has a greater ability to infer differences among commercials. PREF results are frequently inconclusive. |
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