recall

Definition:
An implicit criterion of ADVERTISING EFFECTIVENESS, much used in the testing of television commercials and magazine advertisements One cannot disagree that recall tests do demonstrate the impact of an advertisement. Problems arise, however, when researchers imply in practice that recall is by itself a general indicator of effectiveness. The implication is that a respondent who can recollect particular ingredients on an advertising message or treatment is significantly more likely to proceed to purchase (or whatever the advertisement advocates) than one who cannot. But this is in reality a highly debatable proposition. It is equally possible to argue that it represents nothing more than 'repeat attention', voluntarily recalling the original to mind. Advertisers seem nevertheless willing to accept without question that good recall figures prove effectiveness. They are furthermore prone to do so even when the advertising objective was actually something else - comprehension, for instance. Commentators have noted the virtual tyranny of recall testing in the USA (especially 'Burke testing', which is a commercial day-after recall measuring service) and see it as the cause of an observable lack of 'creativity' in American advertising. It is, after all, easy to earn recall by simply endlessly repeating the product name or a catchphrase which sums up its basic attributes. Much American television advertising does tend to be of this kind, sometimes detectable on British screens because it is so different from the domestic norm.

Cross-References:
[day after recall (DAR)] [hierarchy-of-effects] [advertising effectiveness] [reading-and-noting]

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