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...