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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Unaided Recall

References in periodicals archive ?

Aaker (1996) used the nominal scale for categorizing the aided recall through projective techniques.

DOES THE HEDONIC RISK APPEAL IN ADVERTISING, EFFECT CONSUMER BEHAVIOUR?

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.

Lifestory Research releases "2012 Residential New Home Shopper Brand Study"

Hence, the survey included a section on aided recall and recognition of official ING NYC Marathon sponsors.

Sport participant attitudes toward ambush marketing: an exploratory study of ING New York City marathon runners

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.

Using simultaneous messaging across mixed media channels: the landscape for multiscreen media consumption has converged with great strides in just the past two years

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.

Rivers, Kimberly A., Preaching the Memory of Virtue and Vice: Memory, Images, and Preaching in the Late Middle Ages

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.

Puffed-up numbers don't fool anyone: start asking the hard questions of how newspaper stacks up

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.

FRESH FOOD: Meat: Branding irons in the fire

For both groups unaided and aided recall for two similar car brand campaigns was recorded.

Recall effect of short message service as a complementary marketing communications instrument

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.

Milk's benefits clearly shown

"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.

Methodological techniques for dealing with missing data

Then an aided recall question was asked with the brand name as cue.

Effects of advertising likeability: a 10-year perspective

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