Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/74252
Title: Memory-based advertising effectiveness techniques: Recall versus recognition
Authors: Beerli Palacio, Asunción 
Martín Santana, Josefa Delia 
UNESCO Clasification: 6114 Psicología social
Keywords: Advertising Effectiveness
Recall
Recognition
Issue Date: 1998
Publisher: Springer
Journal: Applied Optimization 
Conference: 6th International Conference of the European-Association-of-Management-and-Business-Economics 
Abstract: The aim of this research paper is to carry out a review of memory-based advertising effectiveness techniques by making a comparative analysis of the different types of measurements, their usefulness and the advantages and disadvantages of each. We will also attempt to demonstrate that recognition, despite the criticism it receives, is a valid technique for measuring advertising effectiveness in terms of memory. It is so, as long as a forced choice test or a batch-testing procedure is used, together with a scale indicating degree of confidence with which the subjects recognize an item.
URI: http://hdl.handle.net/10553/74252
ISBN: 0-7923-5110-X
ISSN: 1384-6485
DOI: 10.1007/978-1-4757-2845-3_13
Source: Theory and Practice. Applied Optimization [ISSN 1384-6485], v. 19, p. 183-201, (1998)
Appears in Collections:Actas de congresos
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