December 2017
Intermediate to advanced
390 pages
7h 51m
English
Content preview from Measuring MarketingBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Chapter 48 Recognition
Measurement Need
Determining whether consumers remember the company, ad, or product when they are shown its advertisement again.
Solutioni
Recognition research asks: have you been exposed to this brand (or product, or ad campaign) before? This and similar questions are used to gauge the consumer’s awareness.
Impact
Measuring recognition can reveal whether or not an advertising campaign is remembered by consumers. However, recognition is really the weaker cousin of recall, since it requires that the consumer be prompted directly with the name of the company, product, or description of the literal advertising message.
Note on Recognition and Recall
High recognition and low recall is not ideal when viewed through the ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.