Recognition Reconsidered.

Wolfgang Schaefer

When one watches researchers assessing the 'noting' of print advertisements, one may find the attitude taken somewhat schizophrenic.

Recognition Reconsidered

Wolfgang Schaefer German Politz Affiliate, Germany

Three times during the last decade, Herbert Krugman urged advertising researchers to assess the attention drawing power of advertisements [1985/86/88]. Like other researchers in general, he was aware of the fact that in the Sixties the 'recognition' method of reflecting noting had been criticised in a fundamental way, with Lucas [1960], Appel & Blum [1961], and Wells [1964] establishing the bases. Their criticism in turn has caused many researchers world-wide to use this method with misgivings, if at all. In his opinion, however, the basic study on 'Printed Advertising Rating Methods'...

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