Difficulties with recall

Date of publication: August 1, 1967

Abstract:

In this paper we are examining recall, and the value of using some popular methods that are applied with the purpose of gauging its presence or extent, in given situations. Sometimes an advertising campaign is said to be being successful - other things being equal (which they seldom are) - largely or even mainly because "it has good recall". Similarly, advertisements which are tested against each other are said to differ in effectiveness because one communicates sales points to more people than another : the criterion used in these cases is often the proportion in an exposed sample who demonstrate recall.. It seems worthwhile investigating the nature of what is referred to as "recall" in these circumstances, and the mental events that may or may not be involved in it.

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