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| Author: | Mehta, A. Purvis, S. C. |
| Title: | Reconsidering recall and emotion in advertising |
| Journal: | Journal of Advertising Research
2006 : MAR, VOL. 46:1, p. 49-56 |
| Index terms: | advertising emotions |
| Freeterms: | recall |
| Language: | eng |
| Abstract: | Recall is one of the major measures used in advertising testing and it has been criticized over the years. It is demonstrated that when recall is used in combination with other measures, it is a valid measure of advertising effectiveness. The analysis also show that it does not miss the emotion of advertising that build brands. |
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