Aided Recall

Aided Recall

In marketing, a technique to determine how well viewers or listeners remember an advertisement. In aided recall, a test audience is shown an advertisement and is asked questions about it. The testers give verbal cues to help the test audience remember important points about the advertisement. This contrasts with unaided recall, where no such help is given.
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A recent study by Nielsen and Google showed a large increase in aided recall and details of an advertisement from a group of people who viewed a Volvo ad on multiple devices compared to a group who viewed the ad only on TV.
Hence, the survey included a section on aided recall and recognition of official ING NYC Marathon sponsors.
Aided recall of advertised brands was statistically the same (63%-64% for light loads and 58% and 59% for moderate and heavy loads).
warning labels in aided recall, depth of processing, and perceived argument strength.
Tracking studies done by Ipsos-Reid of Winnipeg, Manitoba, show 50 percent aided recall.
Don't knows" can be reduced by being realistic in your data gathering instrument or providing cues or techniques of aided recall for the respondent.
Such levels of aided recall have remained largely unattainable thus far for traditional BTL media.
Other methodologies that capture online behavior through aided recall are unreliable for campaign planning.
VideoEgg AdFrame units combined with video interstitials maximize ad recall: Allowing for deeper engagement after a Video interstitial ad increased total unaided and aided recall to 2.
Unaided recall across the 10 different brands tested averaged 55 percent, while aided recall averaged 85 percent; * After 24 to 72 hours, most consumers could still recall the same number of advertisers' brands unaided.