Does Day-After Recall Testing Produce Vanilla Advertising?
John Kastenholz UnileverChuck Young AmeritestGraham Kerr Milward Brown
In terms of market share, dayafter recall testing is still the leading pre-test methodology in the US for measuring TV commercial breakthrough. Yet many creative directors have argued over the years that day-after recall frequently produces results that are counterintuitiveto them. This leads many to cynically conclude that pre-testing research undermines their best attempts to produce breakthrough creative ideas. This is particularly true of commercials that are designed to break through media...