Measuring Marketing

Chapter 47 Recall

Measurement Need

To determine how effective advertising is based on whether target audiences can recall seeing or hearing an advertisement from a previous exposure.

Solutioni

Recall is a test of overall brand awareness or of advertising impact. In brand awareness, recall simply measures whether a consumer can name (or “recall”) a brand or advertising campaign without further prompting. There are two types of recall, which are measured with recall tests. Consumers are asked which brands in a particular product class (i.e., soaps) they recall, and their replies tend to fall into one of two categories (and sometimes both):

–Top of mind: the first brand recalled

–Dominance: the only brand recalled

In advertising, recall has ...