Does day-after recall testing produce vanilla advertising?

John Kastenholz, Chuck Young and Graham Kerr

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...

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