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| Author: | Stapel, J. |
| Title: | Recall and recognition: A very close relationship |
| Journal: | Journal of Advertising Research
1998 : JUL/AUG, VOL. 38:4, p. 41-45 |
| Index terms: | Publishing industry Advertising Market research Statistical methods USA |
| Language: | eng |
| Abstract: | Recall VERSUS Recognition ? No, all recall comes from the much larger groups of people who recognise the advertising efforts. Average proved recall of print ads occurs among one out of every three recognizers. Recognition data indicate how many saw the ad. Recall figures tell us how many of them did become sufficiently interested to actually look and often read what the advertiser tries to tell them. They prove it by playing back main content later on. |
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