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| Author: | Stapel, J. |
| Title: | Viva recall! Viva persuasion! |
| Journal: | European Research
1987 : NOV, VOL. 15:4, p. 222-225 |
| Index terms: | ADVERTISING MEDIA ADVERTISING RESEARCH |
| Language: | eng |
| Abstract: | A review of the "recall vs. persuasion" debate, arguing that a "likeable" ad is likely to attain high recall and recognition levels, but is no guarantee of persuasion, whereas "interesting" ads have a chance of persuading consumers. It is argued that persuasion and perception are two possible effects, but are not necessarily linked. Nothing happens without perception, but recall does not guarantee persuasion. The author advocates the creation of memorable advertising with a persuasive message. |
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