Measuring the Impact of Contextual Advertising In Television
Carl Marci and Stacey Lynn Schulman
In 1983, Lawrence Gibson challenged the advertising industry with his provocative Journal of Advertising Research article, "Not Recall" (Gibson, 1983). The review, based largely on Burke’s Day-After-Recall measure developed in the 1950s, cast widespread doubt on the test’s reliability, validity and theoretical basis with regard to its utility as a method for assessing the value of television advertising. A decade later, Joel Dubow (1994) responded to Gibson’s critique with his own, "Recall Revisited: Recall Redux", claiming that more modern approaches to recall improved...