Unaided Recall

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Unaided Recall

In marketing, a technique to determine how well viewers or listeners remember an advertisement. In unaided recall, a test audience is shown an advertisement and is asked questions about it. The testers do not give verbal cues to help the test audience remember; the better the audience members recall the ad the more effective it is thought to be. This technique contrasts with aided recall, in which some help is given.
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References in periodicals archive ?
The six top rated journals included Journal of Marketing with the highest number of unaided recalls, 441 (64.8%), followed by Journal of Marketing Research with 388 (57.0%) unaided recalls, Journal of Consumer Research with 362 (53.2%), Marketing Science with 279 (41.0%), Journal of Retailing with 156 (22.9%), and the Journal of Consumer Psychology with 116 (17.0%).
MAG score = [[SIGMA].sub.j](([R.sub.ij]/[SIGMA][T.sub.j])) /([Rank.sub.j]) Note: [R.sub.ij] is the number of unaided recalls for the ith journal (i = 1 - 632) with jth rank (j = 1, 2, 3, 10), and T is the total number of unaided recalls for all journals with rank j.
Note: = Rj is the number of unaided recalls for the ith journal (i = 1 - 632) with jth rank (j = 1, 2, 3, ..., 10), and T is the total number of unaided recalls for all journals with rank j.
In the current case, this method was used to assess academics awareness (unaided recall) of top rated journals (Till and Baac 2005).
The six A* journals included Journal of Marketing with the highest number of unaided recalls, 714 (9.9%), followed by Journal of Marketing Research with 659 (9.2%) unaided recalls, Journal of Consumer Research with 598 (8.3%), Marketing Science with 470 (6.5%), Journal of Academy of Marketing Science with 389 (5.4%), and the Journal of Retailing with 282 (3.9%).
Note: [R.sub.ij] is the number of unaided recalls for the ith journal (i = 1 - 632) with jth rank (j = 1,2, 3, ..., 10), and T is the total number of unaided recalls for all journals with rank j.
Note: = [R.sub.ij] is the number of unaided recalls for the ith journal (i = 1 - 632) with jth rank (j = 1, 2, 3, ..., 10), and T is the total number of unaided recalls for all journals with rank j.
Since each journal has its own features and merits, the first unaided recalled journal was allocated more weight than the second, third, fourth, and so on, until the tenth position.
The range in number of unaided recalls was from a low of one to a high of 10 journals.
The list included the total unaided recalls of A-, B-, and C-grade journals.
Where x is the number of unaided recalls, i is the type of journal, n is the order of journal recalls (n = 1, 2, 3, ..., 10), and T is the total number of journal recalls.