What we know about recall and recognition

Provides marketers with information and guidance about using recall and recognition to test the effectiveness of a campaign.

The degree to which audiences can recall advertising is driven by the quality of the creative, the channel selection and congruence with surrounding content. These issues complement the more instinctively understood influence of pre-existing familiarity with the brand and repetition of the ad.

Definition

Recall and recognition are the implicit and explicit ways in which audiences bring to mind brand name, message and news (or fail to do so). It is a metric that advertisers often use to pre-test the effectiveness of ads.

Key insights

1. TV generates higher recall than mobile video

Comcast Advertising partnered with MediaScience to compare...

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Insights Team
Bray Leino

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