Mythbuster: The Rosser Reeves Fallacy

This article discusses the 'Rosser Reeves Fallacy' - the idea that ad recognition is the best way to measure ad effectiveness.

Mythbuster: The Rosser Reeves Fallacy

Les Binet and Sarah CarterDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them... like the Rosser Reeves Fallacy.

Recently, a young planner came to us with some exciting research findings. She was trying to evaluate the effect of her client's new ad, and had found a fantastic piece of evidence. A research company had shown that people who recognised the ad had a much better image of the brand, and were significantly more likely to buy it. Perfect proof that it worked. Surely?...

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