If both a recall test and a recognition test is used to measure the effectiveness of an ad,the typical methodology would be to:
A) use the recognition test first, then the recall test
B) use the recall test, then the recognition test
C) the tests simultaneously
D) use whichever test is most important to the client

Question

Quizplus · Accepted Answer

The recall test should be used first, followed by the recognition test. This is because the recall test measures the consumer's ability to remember specific details about the ad, which is a higher level of recall than simply recognizing the ad when presented. The recognition test can then be used to measure overall brand awareness and to see if the consumer remembers seeing the ad.

If Both a Recall Test and a Recognition Test Is