Recognition Versus Recall

Erik du Plessis

The issue of Recall versus Recognition is one of the oldest debates of advertising research according to experts like Alexander Biel.

Recognition Versus Recall

Erik du Plessis

The issue of Recall versus Recognition is one of the oldest debates of advertising research according to experts like Alexander Biel. It started when Starch and Gallup introduced these measures in the 1930s. It became confused with other arguments after Schwerin introduced Persuasion measures into copy testing in the late 1940s. It was extended to left-brain/right-brain theories by Krugman and related specifically to his view of how print and TV advertising works, in the mid 1970s. Zielske extended the brain hemispheric theories to emotive/rational advertising in 1982. In the same year Gibson published his...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands