Point of View: Recall Revisited: Recall Redux

Joel S. Dubow

Day-After-Recall (DAR), as a means of determining the sales effectiveness of television commercials, is reviewed from the perspective of how DAR is measured during the 1990s as opposed to a decade earlier when the (now dead) Burke DAR system was dominant.

Point of View:Recall Revisited: Recall Redux

Joel S Dubow

Day-After-Recall (DAR), as a means of determining the sales effectiveness of television commercials, is reviewed from the perspective of how DAR is measured during the 1990s as opposed to a decade earlier when the (now dead) Burke DAR system was dominant. In addition to questioning the validity of much of the reliability-impugning research which has been reported, it is shown that the variables which threatened the reliability of Burke DAR are better managed by today's surviving systems, such as Gallup and Robinson, Mapes and Ross, ARS and ASI. Prior validity studies...

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