Hostname: page-component-848d4c4894-nmvwc Total loading time: 0 Render date: 2024-07-05T05:15:48.893Z Has data issue: false hasContentIssue false
  • English
  • Français

Recognition, Recall, and Rating Scales

Published online by Cambridge University Press:  19 June 2003

William D. Wells
William D. Wells*
Affiliation:
Rutgers University and Benton & Bowles, Inc.
Get access

Extract

To gauge interest in an advertisement, use the recognition method. To plumb how meaningful the message is and how well the brand name registers, use recall. But to predict subsequent sales, just ask people to rate the ad.

With Large Resources and good research designs, we now can measure the sales effects of advertising campaigns (Wolfe, et al., 1962, 1963). But, except under very unusual circumstances, we cannot measure the sales effects of individual ads.

Without a real measure of sales effectiveness, advertisers have fallen back on other less obvious measures of an advertisement's worth. One of these is memorability, as measured by aided recall. Another is the recognition method used by Starch. And still another is direct rating of advertisements by consumers themselves.

Type
Research Article
Information
Journal of Advertising Research , Volume 40 , Issue 6 , December 2000 , pp. 14 - 20
Copyright
Copyright © The ARF 2000

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)