Reconsidering Recall and Emotion in Advertising

Abhilasha Mehta and Scott C Purvis

Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising.

Reconsidering Recall and Emotion in Advertising

Abhilasha MehtaGallup & Robinson, Inc.Scott C. PurvisGallup & Robinson, Inc.

INTRODUCTION

Recall is one of the several major measures used in advertising effectiveness testing today, in addition to others such as persuasion and advertising liking. However, despite a strong base of empirical validation, recall has been among the most criticized of the measures. And while many of these criticisms have long since been resolved, doubts about the measure linger from the days when recall was used by many as the solitary indicator of advertising effectiveness....

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