Ad recall: just something to talk about at a debrief?

Neil Swan

Speculates why there is still so much interest in `advertising recall', in spite of all the evidence that it has little to do with advertising success, and that we cannot assume that, just because people have received advertising, they have necessarily internalised it.

Ad recall: just something to talk about at a debrief?

Neil Swan, of The Research Business International, believes that there is a lot more to tracking advertising than tracking the advertising. And here's why...

Neil Swan

What is it about that old chestnut, advertising recall, that accounts for its enduring popularity as a measure to which people pay particular attention?

Open the pages of the UK marketing press and you will find 'top ten' charts of the most recalled ads; reports from management consultants concluding that one supermarket's advertising campaign is more 'effective' than another's, on the strength of...

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