Does day-after recall testing produce vanilla advertising?

Despite being criticised for encouraging boring advertising, day after recall is the still the most prevalent pre-test methodology in the US.

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...

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