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.
This could also be of interest:
Research Papers
Aided recall media research
Catalogue: ESOMAR/WAPOR Congress 1959
Author: David R. Aitchison
 
June 15, 1959
Research Papers
Aided recall
Catalogue: ESOMAR/WAPOR Congress 1961: Marketing And Sociological Research In The Future
Author: William Gregory
Company: Gallup International Association
June 15, 1961
Research Papers
Outdoor advertising recall
Catalogue: ESOMAR/ARF WAM Conference 2004: Online
Authors: Anne Cunningham, Renita Coleman
 
June 14, 2004
