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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Aaker (1996) used the nominal scale for categorizing the aided recall through projective techniques.
Lifestory Research Paint Brand Recognition (Aided Recall) Shemin Williams 93% Behr 86% Glidden 83% Dutch Boy 81% Benjamin Moore 79% Ralph Lauren 57% Kelly Moore 42% Pittsburgh 40% Dunn-Edwards 31% Frazee 25% Pratt & Lambert 20% Monarch 12% Kwal 11% Cotor Wheel 10% Parker 9% Duron 8% DeVoe & Reynolds 5% Note: Table made from bar graph.
Hence, the survey included a section on aided recall and recognition of official ING NYC Marathon sponsors.
Some of the better case studies measure the effectiveness of multi-screen campaigns by looking at awareness from aided recall. 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.
While order was often seen to be more important than imagery, it was recognized that mental pictures greatly aided recall, and preachers used imagery in their sermons in the form of stories or exempla.
In the interests of helping publishers claim as large a number of bellybuttons as possible, Scarborough uses a longstanding methodology called "aided recall" to count anyone who might have "read or looked at" a local newspaper in the last seven days.
Aided recall of brands was much higher for all proteins, with more than half (55 percent) of respondents naming five or more beef brands, and 50 percent naming as many chicken brands.
warning labels in aided recall, depth of processing, and perceived argument strength.
For both groups unaided and aided recall for two similar car brand campaigns was recorded.
Tracking studies done by Ipsos-Reid of Winnipeg, Manitoba, show 50 percent aided recall. Jessup-Ramsay says the industry norm is 25 percent, which proves the images really were captivating and accomplished the goal set out by the Dairy Farmers of Ontario to increase awareness of milk and its benefits.
"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.
Then an aided recall question was asked with the brand name as cue.