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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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