Memory-Based Advertising Effectiveness Techniques: Recall versus Recognition

  • Asunción Beerli Palacio
  • Josefa D. Martín Santana
Part of the Applied Optimization book series (APOP, volume 19)


The aim of this research paper is to carry out a review of memory-based advertising effectiveness techniques by making a comparative analysis of the different types of measurements, their usefulness and the advantages and disadvantages of each. We will also attempt to demonstrate that recognition, despite the criticism it receives, is a valid technique for measuring advertising effectiveness in terms of memory. It is so, as long as a forced choice test or a batch-testing procedure is used, together with a scale indicating degree of confidence with which the subjects recognize an item.


Advertising effectiveness Recall Recognition 


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Copyright information

© Springer Science+Business Media Dordrecht 1998

Authors and Affiliations

  • Asunción Beerli Palacio
    • 1
  • Josefa D. Martín Santana
    • 1
  1. 1.Faculty of Business Administration and ManagementUniversity of Las Palmas de Gran CanariaSpain

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