What New-Product Marketers Should Know about Related Recall

Joseph Willke

Describes the BASES Group copy-testing measures related to new-product advertising. How awareness of new brands is predicted by Related Recall with weighted GRPs.

What New-Product Marketers Should Know about Related Recall

Joseph WillkeSenior Vice President, The BASES Group

The BASES Group is keenly interested in copy research, in particular copy testing, because we have found these measures useful in forecasting new product sales. Over the past 10 years, we have constructed large databases to determine the impact of copy test scores on new-brand sales. In the course of this analysis, we have found copy test measures to be valid predictors of new-brand sales, in particular Related Recall, which plays an important role in generating brand awareness. We would like to share some...

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