Identificador persistente para citar o vincular este elemento: http://hdl.handle.net/10553/74252
Título: Memory-based advertising effectiveness techniques: Recall versus recognition
Autores/as: Beerli Palacio, Asunción 
Martín Santana, Josefa Delia 
Clasificación UNESCO: 6114 Psicología social
Palabras clave: Advertising Effectiveness
Recall
Recognition
Fecha de publicación: 1998
Editor/a: Springer 
Publicación seriada: Applied Optimization 
Conferencia: 6th International Conference of the European-Association-of-Management-and-Business-Economics 
Resumen: 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
Fuente: Theory and Practice. Applied Optimization [ISSN 1384-6485], v. 19, p. 183-201, (1998)
Colección:Actas de congresos
Vista completa

Citas de WEB OF SCIENCETM
Citations

1
actualizado el 25-feb-2024

Visitas

99
actualizado el 18-may-2024

Google ScholarTM

Verifica

Altmetric


Comparte



Exporta metadatos



Los elementos en ULPGC accedaCRIS están protegidos por derechos de autor con todos los derechos reservados, a menos que se indique lo contrario.