RT Journal Article
SR Electronic
T1 Reconsidering Recall and Emotion in Advertising
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 49
OP 56
DO 10.2501/S0021849906060065
VO 46
IS 1
A1 Abhilasha Mehta
A1 Scott C. Purvis
YR 2006
UL http://www.journalofadvertisingresearch.com/content/46/1/49.abstract
AB Recall, one of the key metrics in advertising testing, has been criticized over the years as favoring rational advertising over emotional advertising. An analysis and reconsideration of the available evidence show that emotional advertising is not penalized by recall, and that emotional content in well-executed commercials can actually boost recall. Strong empirical evidence shows that recall, when used in combination with other measures, is a valid measure of advertising effectiveness and, as the analysis here illustrates, does not miss the emotion in advertising that builds brands.