Reconsidering Recall and Emotion in Advertising

Abhilasha Mehta and Scott C Purvis

Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising.

Reconsidering Recall and Emotion in Advertising

Abhilasha MehtaGallup & Robinson, Inc.Scott C. PurvisGallup & Robinson, Inc.

INTRODUCTION

Recall is one of the several major measures used in advertising effectiveness testing today, in addition to others...

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