Some of the posttest methods for measuring advertising effectiveness are based on how well consumers remember advertising and include (1) recognition tests and (2) recall tests. What is the basic difference between these two approaches?
A) The actual ads are shown in the former but not in the latter.
B) The former method relies on memory alone, and the latter shows the actual ads.
C) One uses a consumer jury; the other uses random individuals.
D) The respondents are given class clues in the latter but not in the former.
E) One is used primarily by the government, and the other is used by private businesses.

Question

Quizplus · Accepted Answer

Recognition tests involve showing respondents the actual advertising materials and asking if they remember seeing them before, while recall tests require respondents to remember the advertising without aid (i.e. without seeing the ads again). Therefore, the actual ads are shown in recognition tests (option A), but not in recall tests.

Some of the Posttest Methods for Measuring Advertising Effectiveness Are